The internet is divided over this Gillette ad about toxic masculinity

15 January 2019, 15:31

By Jazmin Duribe

Bravo – Gillette have successfully broken the internet.

The grooming brand's "We Believe" ad has gone viral after daring to addresses serious issues like toxic masculinity, sexual harassment and the #MeToo movement. The advert has received an extremely mixed reaction online and triggered a lot of men, who have branded it "feminist propaganda".

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Gillette's commercial plays on their infamous slogan "The best a man can get", replacing it with "The best men can be". Gillette said it wanted men to hold each other "accountable" and before production their team consulted men across the US, conducted their own research, and spoke to experts on masculinity.

The internet is divided over this Gillette ad about toxic masculinity. Picture: YouTube/Gillette

In the clip – which has 283,000 dislikes and 50,000 likes on YouTube – there are various problematic scenarios of a young boy being bullied, a sexist TV programme and a man sexually harassing a female colleague. "We can't hide from it. Its been going on far too long. We cant laugh it off, making the same old excuses," the narrator says. "Something has finally changed."

Soon, the ad switches tone, and then shows examples of more positive behaviour, with men breaking up fights, being better fathers and calling out their peers for their offensive behaviour.

People praised the brand for its progressive approach to advertising.

Once again, I'm very much okay with this shift in cultural standards.

"Be a good human" is getting ever-more commercially viable. I'm down with a future where it's cool to be protective and proactive at making the world better. https://t.co/iYsGxBQ9QF
— Mika McKinnon (@mikamckinnon) January 14, 2019

THIS is how you use your brand. THIS is how you engage with your audience. Gillette being aware of mostly having a male audience and using their influence as a global brand to make a change for the better. other companies take notes pic.twitter.com/KCdxKDLji0
— laq (@spidervesre) January 15, 2019

Folks are upset @Gillette? No #men and #masculinity are not #toxic. But #Toxicmasculinity is a cultural belief that real men don’t cry. Real men don't show fear. Real men don't lose. Real men take what they want. This thinking isn't new. It is toxic and it damages men and women. https://t.co/EWBJeRZnZm
— Jeffrey Reddick (@JeffreyaReddick) January 15, 2019

Exploitative? Maybe. Brave and timely? Absolutely. Also, I cried. Well done, @Gillette. #foroursons https://t.co/4hYNcgsxoX
— Emily Andras (@emtothea) January 15, 2019

With any luck, the sons of these insecure commentators will see this Gillette ad and finally receive the positive messaging their fathers are likely neglecting to deliver.

A shaving cream and razor manufacturer is doing your parenting for you.
— Anthony Urciuoli (@AnthUrch) January 14, 2019

But others just didn't get it at all and even threatened to boycott Gillette.

For God's sake. I'm telling the 3 men in my house your product will NOT be my home ever again. All three are fine men, 2 are rough Marines that sacrifice so you can insult masculinity. You can fuck right off with that.
— Steph (@steph93065) January 14, 2019

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.
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4
— Piers Morgan (@piersmorgan) January 14, 2019

Dear @Gillette: Some men are violent misogynists. Most are willing to die to protect our liberties and freedoms (including those of women). It is grotesque to repeatedly ascribe collective guilt onto half of humanity known as men. Being a man is not a disease nor a pathology. https://t.co/CAxGadDiD6
— Gad Saad (@GadSaad) January 14, 2019

Hey @Gillette, I have an idea, stay out of politics. Real men already stop other guys from acting badly. A razor company should want me to shave with your product. And, btw, I'm extremely masculine. And there's nothing wrong with that. #TheBestMenCanBe
— Joe Pags Pagliarulo (@JoeTalkShow) January 15, 2019

For God's sake. I'm telling the 3 men in my house your product will NOT be my home ever again. All three are fine men, 2 are rough Marines that sacrifice so you can insult masculinity. You can fuck right off with that.
— Steph (@steph93065) January 14, 2019

And of course, the internet made memes – what else?

Gillete: *showing a video about how men can and should be better*

Men: *actively proving them right*
— J. D. Wiser (@jd_wiser) January 14, 2019

Gillette: we believe in the best of men!

Men: pic.twitter.com/nmLZ2nnphm
— Jenna Guillaume (@JennaGuillaume) January 15, 2019

Gillette: Men, could you please be the best versions of yourselves and care for yourself and others

Men: I beg your pardon
— Mollie Goodfellow (@hansmollman) January 15, 2019

Gillette: “Men, be the best you can be. We believe in you!”
Men: “Ha, we’re so gonna prove you wrong!”
🙄#notallmen #butstilltoomany
— Sanne Søndergaard (@SanneSonder) January 15, 2019