Watch This: Gillette Campaign Draws Heat
(Photo Credits: Screengrab from Gillette’s YouTube Channel)
Gillette’s new advertisement “We Believe: The Best Men Can Be” that tackles toxic masculinity has gone viral. The netizens’ reaction was split with others praising the ad’s message while critics of the campaign threatened to boycott their products.
The latest Gillette advert, which was under 2 minutes, features bullying and shows boys fighting, some men sexuality harassing and catcalling women to name a few. All throughout the advert, a voiceover can be heard saying, “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.”
Halfway through, the ad changes by showing men with positive behavior like those who are stepping in and breaking fights. “But something finally changed, and there will be no going back. Because we, we believe the best in men, to say the right thing, to act the right way,” the voiceover says. “Some already are, in ways big and small.”
Here’s what the netizens are saying:
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
The message of the Ad is good but Mister Q 100% right it lumps all men in the same category. The ad definitely says “some is not enough” implying most are toxic. That’s stereotyping that would not be allowed in any other demographic.
— Mike Wolff (@MikeRWolff) January 15, 2019
That’s your interpretation and that’s fine – for me, it shows most men as toxic (many bullies vs one). They show “normal people” with “is this the best a man can get” followed by a screen that says´s “FREAK”, and the boys destroying the room… the ad is full with these images!
— Mister Q 🌀 (@realMisterQ) January 15, 2019
Toxic Man cat calls girl.
Hero Man intervenes.
Toxic Man punches Hero Man.
Toxic Man and Hero Man fall to the ground wrestling.
Bystander Man steps around both Toxic Men and continues on his way.
Be like Bystander Man.
— J (@Not_My_Problem_) January 15, 2019
Bore off with your toxic masculinity rubbish. There’s rightly laws against bullying, harassment and physical violence so your attempt to conflate them with masculinity just shows lack of the latter. Trying to shame men for showing masculine traits is cowardly and divisive.
— Sg1664 (@Sg16641) January 15, 2019
I agree with men stepping in on bad behaviors, i agree with much of the idea behind this. Felt like writers dont understand good and bad men, and dont understand what goes into raising good men (I have 4 sons). Rough and tumble play reduces the negative behaviors.
— Dustin (@MccluskeyDustin) January 15, 2019
No one actually knows why anyone is offended about the #GilletteAd. #Relevance is all that matters now. To be relevant you wait until someone else is offended and then you must be too.
Scary world when someone wants to make a positive change to be attacked for thinking different.
— Grant Crawford (@GrantCrawford95) January 15, 2019
I mean stopping random people in the street is probably not a good habit to have, Regardless of gender, Odds are they’re going about their day and aren’t interested in uncalled for advances. Should probably save it for when a womans actually interested tbh
— stefan (@osairiel) January 15, 2019
All the #Gillette ad is doing is telling men the following:
1. Bullying is not cool.
2. Learn how to tell when a woman is uncomfortable, and stop doing the thing that’s making that happen
3. Love your sons and raise them to be gentle and kind.
4. There is strength in caring.
— Jar Of Fabulosity (@JonWithTheFace) January 15, 2019
If you get insulted because a razor commerical is suggesting that you not be a dick, you have some serious issues. #Gillette
— Stefanie Mayo (@SurvivedWalkers) January 15, 2019
Imagine this was the other way around, an advert for women telling them they aren’t as good as they should be and they need to get better, we wouldn’t hear the end of it and they would call it ‘sexist’ why’s it different here ? We should be proud of who we are #Gillette
— Mr (@MrBDK99) January 15, 2019
If asking men to not be shitty to others is “feminizing” men, then whatever “masculinity” has come to mean is absolutely terrible. The opposite of “asshole” shouldn’t be “less masculine.”
If it doesn’t apply to you bc you’re already not-an-ass, why are you upset? #Gillette
— Mel(issa) Eatherington (@melstery) January 15, 2019
Y’all aren’t getting it. #Gillette isn’t saying ALL men are like this. They even show examples of good men stepping in and behaving like good role models. Anyone who is taking this as a “personal” attack on ALL men needs to rewatch the ad or check themself.
— Causeway Chaos (@causeway_chaos) January 14, 2019
#Gillette ad is a reflection of where we are. If you are a man and offended by it then I suggest you are part of the problem. It’s 2019 and the message does not erode your masculinity it actually paints you a strong & responsible person
— Marek (@MarekmikaMarek) January 15, 2019
Also, this advert is quite specific about the at behaviours it targets: such as sexual harassment, bullying and physical violence
If you view any of those things as ‘OK’ or just ‘part of being a man’ then again, see my previous comment about being part of the problem!#Gillette
— Dr Ben Hine (@drbahine) January 14, 2019
It’s a bullshit ad Ben. It deserves to be annihilated because it doesn’t offer solutions, it just wags fingers. Sorry to disagree 🙏🏻
— Martin Daubney (@MartinDaubney) January 14, 2019
@Gillette has made it clear they do not want the business of masculine men.
I will grant their wish.
I have used #Gillette razors since they sent me a free sample on my 18th birthday, and will no longer buy any of their products.
— Rule The Wasteland (@MongoAggression) January 14, 2019
Neither Masculinity nor feminity is inherently toxic, its people that are toxic. Especially those peddling such nonsense.
— Yannick Roberts (@YnkRbrts) January 15, 2019
Women can also be:
— 🇬🇧 Karl Downey 🏳️🌈✳ (@Karl_Downey) January 15, 2019
— NewMoonBat (@NewMoonBat) January 15, 2019
Bad behavior is not specific to one gender and masculinity need not be described as toxic. Insulting and a very bad call. #Gillette
— Carole T (@mouseysf) January 14, 2019
This is the moment #Gillette realised they have piss 80% of their customers with their new 2019 propaganda ad.Toxic Musculity is a myth and an attack on men. The world is just full of good and bad people and that has nothing to do with gender. It’s our natural trait as humans. pic.twitter.com/rEhvpATiYw
— Saani Nasru-Deen (@plutonash06) January 15, 2019
Some are saying Gillette’s campaign is “feminizing men,” others say it “equates masculinity with men behaving badly.” Others on the other hand, say “We Believe: The Best Men Can Be” is a great advert which highlights specific behaviors. What about you guys? What do you think about the campaign? Comment below!