Gillette, the popular razor brand, has taken a controversial step by releasing a new commercial challenging toxic masculinity and embracing the #MeToo movement.
The YouTube video of the “We Believe” ad has been viewed more than 2.8 million times. The ad faces serious problems like toxic masculinity and sexual harassment, and plays on Gillette’s famous tagline by asking: “Is this the best a man can get?” The commercial also states that “We can’t hide from it. It’s been going on far too long. We can’t laugh it off, making the same old excuses.” The ad encourages men to be better, depicting men breaking up fights, standing up for people being harassed, and being caring fathers.Much of the public has expressed support for Gillette’s efforts in their ad while others argue that it is too political. Some customers have called it “feminist propaganda” and even threatened to boycott the company. Others have said that the strong negative reactions to the ad prove why it was necessary to begin with. On this controversy, Pankaj Bhalla, Gillette’s North America brand director said, “We expected debate. Actually a discussion is necessary. If we don’t discuss and don’t talk about it, I don’t think real change will happen.” Moreover, for the next three years, Gillette has plans to donate $1 million per year to non-profits that execute programs meant to help men become role models by fostering respect and accountability in the U.S.