Shaving company Gillette has found itself in the middle of a PR storm after they ditched their standard safe commercial campaigns to try and highlight an important social issue.
The company has decided to help promote a modern form of masculinity by engaging with the #MeToo movement, by ditching its 30-year-old tagline “The best a man can get”, with “The best men can be”.
The ad shows news clips reporting on the #MeToo movement, and includes images of sexism across films and workplaces, as well as violence between young boys.
The voice over says: “Bullying, the MeToo movement against sexual harassment, toxic masculinity, is this the best a man can get?”
The film, called We Believe: the Best Men Can Be, has already had over 4m views on YouTube, attracting praise and criticism in equal measure.
“This commercial isn’t anti-male. It’s pro-humanity,” wrote Bernice King, daughter of the late civil rights legend Martin Luther King. “And it demonstrates that character can step up to change conditions.”
However Emmy-award winning actor and Donald Trump supporter James Woods accused Gillette of “jumping on the ‘men are horrible’ campaign” and pledged to boycott its products.