Gillette faces backlash over 'toxic masculinity' ad
A Gillette ad referencing bullying and what it calls toxic masculinity and gender-based violence, has divided social media across the world.
The razor company's advert, called 'Believe', plays on their famous tagline 'The best a man can get' and replaces it with 'The best men can be'.
The company is urging men to hold each other accountable.
The ad has been watched more than 2 million times on YouTube in 48 hours.
While some have praised the message, many have threatened to no longer use Gillette products.
I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
— Piers Morgan (@piersmorgan) January 14, 2019
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4
So nice to see @Gillette jumping on the “men are horrible” campaign permeating mainstream media and Hollywood entertainment. I for one will never use your product again. https://t.co/uZf7v4sFKm
— James Woods (@RealJamesWoods) January 14, 2019
Gillette: Men, could you please be the best versions of yourselves and care for yourself and others
— Mollie Goodfellow (@hansmollman) January 15, 2019
Men: I beg your pardon
Y’all take a glance at the comments from men about an ad that humanizes them. If you need proof that men know that there’s power in being violent and abusive and want to keep it that way. https://t.co/1tt1AbOiza
— Feminism for bad bitches (@Anyaato) January 14, 2019