Gillette's Socially Conscious Toxic Masculinity Ad Angers Toxic Males

Good marketing at the least, Gillette will probably enjoy a Nike-like sales bump for highlighting toxic masculinity.

BBC News, January 15, 2019

A Gillette advert which references bullying, the #MeToo movement and toxic masculinity has split opinion online.

The razor company's short film, called Believe, plays on their famous slogan "The best a man can get", replacing it with "The best men can be".

The company says it wants men to hold each other "accountable".

Some have praised the message of the advert, which aims to update the company's 30-year-old tagline, but others say Gillette is "dead" to them.

The ad has been watched more than 2 million times on YouTube in 48 hours.

In it, the company asks "Is this the best a man can get?" before showing images of bullying, sexual harassment, sexist behaviour and aggressive male behaviour.

It then shows examples of more positive behaviour - such as stepping into prevent these behaviours when they happen in public. ...
Read full article at BBC

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