Gillette ‘The Best Men Can Be’ #MeToo Ad Sparks Mixed Reactions For Challenging Toxic Masculinity

ILLUSTRATION - A razor and three replacement blades from a razor set of Gillette "Mach3" can be seen in Hamburg, Germany, 8 June 2017. Gillette has obtained a preliminary injunction against the Wilkinson Sword GmbH for patent infringement at the district court in Duesseldorf. Photo: Christophe Gateau/dpa (Photo by Christophe Gateau/picture alliance via Getty Images)

Gillette ‘The Best Men Can Be’ #MeToo Ad Sparks Mixed Reactions For Challenging Toxic Masculinity

Some men have even thrown out their razors vowing to boycott the company over the campaign.

Published January 15th

Razor company Gillette released a new ad campaign that directly challenges toxic masculinity in mainstream culture, and, of course, some men lost their damn minds. 

In the "best men can be" ad, several images of men and boys in situations that were once deemed acceptable, such as bullying masked as wrestling or unsolicited sexualization of a woman, were called out for being nothing more than toxic masculinity. The commercial also challenged the "boys will be boys" excuse often used for situations of harassment. 

  1. The short film received over 4 million views upon its release

    “As a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man,” the company said after releasing the ad. 

  2. While there was an incredible amount of support for the ad
  3. It didn't take long for some men to get all up in their feelings over being told be the best version of themselves
  4. The surprising outrage drove some to point out that the only men offended are probably the men Gillette is targeting the most

Written by Rachel Herron

(Photo: Christophe Gateau/picture alliance via Getty Images)

COMMENTS

Latest in news