Gillette’s new ad is all about challenging toxic masculinity, and YES
Traditional, narrowly defined notions of femininity and masculinity harm people of all genders—not just women. They’re what cause boys to get mocked for being “girly,” and prevent many men from being open about their feelings and struggles with mental health. Thankfully, people (and companies) are trying to change this, and a new ad from Gillette is challenging toxic masculinity, asking “Is this the best a man can get?”
Gillette shared the ad, called “We Believe,” on social media yesterday, January 14th. The razor brand revealed that the ad is part of the company’s larger effort called “The Best Men Can Be,” which seeks to “actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.”
The “We Believe” commercial opens on depictions of bullying, sexual harassment, and the refrain of “boys will be boys,” while a voiceover says that excusing this behavior needs to end. The ad even directly references the #MeToo movement, before calling on men to be better.
"We believe in the best in men," the voiceover says, "to say the right thing. To act the right way. Some already are—in ways big and small."
The ad then shows men stepping up to stop sexual harassment, calling out their friends’ bad behavior, and intervening in fights among young males. “But some is not enough,” the ad continues. “Because the boys watching today will be the men of tomorrow.”
“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe pic.twitter.com/hhBL1XjFVo
— Gillette (@Gillette) January 14, 2019
Many Twitter users commended the company for the ad.
This ad is amazing and made me cry. Bravo @Gillette for taking a stand. This is the kind of world I want my son to grow up in. To all the men offended by this… take a good hard look in the mirror pal and ask yourself why. https://t.co/Ytyi5R01Nr
— Melissa Fumero 🇨🇺 #SOSCuba (@melissafumero) January 15, 2019
false false
Others (especially those on the right) reacted with scorn. According to CNN Business, some of the ad’s critics have even threatened to boycott Gillette.
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
I have always used #Gillette but I will not be buying and using your product. #BoycottGillette https://t.co/ZU3TAvNUt0
— Mr. Horseman (@JasonCDN88) January 14, 2019
Pankaj Bhalla, the company’s North America brand director, told CNN that he had expected a mixed reaction.
"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," Bhalla said.
Others pointed out that backlash to the ad highlights exactly why we need it.
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
If you’re upset about the new @Gillette ad….if you think that discouraging assault and bullying is an attack on *masculinity itself*…then you’re a creep, and you may have something to hide. https://t.co/3lvLMwGZDL
— rachel (@rachelpowers) January 15, 2019
There’s no perfect test for the level of insecurity where masculinity becomes ‘toxic’ but basically it’s when you feel personally attacked by that Gillette ad
— James Hamblin (@jameshamblin) January 15, 2019
That Gillette ad doesn’t wage war on men, it simply challenges men not to bully, catcall, grope or assault anybody. How is that controversial? Interesting to see conservatives, who weaponized Al Franken and Harvey Weinstein for political purposes, feign outrage over this message.
— Adam Best (@adamcbest) January 15, 2019
As part of its “The Best Men Can Be” campaign, Gillette will also donate $1 million every year for the next three years to nonprofits working to help men become role models. We’re so glad to see a major company taking a stand against toxic masculinity, and we hope that more male-oriented brands follow suit.
