Gillette attacks Toxic Masculinity

Gillette has made an ad where they attack toxic masculinity. And make references to the MeToo movement.  And apparently it peeved off a few groups.

The commercial challenges bullying, sexual harassment and the concept of being a “toxic” male stereotype. And of course, men in several groups say it creates a bad image of men.

The ad actually encourages men to hold each other accountable for their behaviour. While asking the question “is this the best a man can get?”

Gillette released a statement saying “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.”

Gillette actually went as far as to put a statement on their website saying that its about time that brands acknowledge and take responsibility for their influence on cultures.

But standing up for change brings it own dangers with it, and the backlash is saying that the ad is too political and painted all men as bullies or sexual harassers. The Youtube video already has over 2.8 million views and almost 250.000 dislikes.

Journalist Piers Morgan said the following on Twitter: “If Gillette made a commercial predicated on women being bad & this is how they can all be better… the same radical feminists loving this ad would go nuts.”

A Gillette representative said the following about the situation “We expected debate — discussion is necessary. For every negative reaction we’ve seen many positive reactions, people calling the effort courageous, timely, smart, and much-needed. At the end of the day, sparking conversation is what matters. This gets people to pay attention to the topic and encourages them to consider taking action to make a difference.”

Gillette also said that it would donate 1 million dollars per year for the next 3 years to non-profit organizations that strive to help men be better role models for the next generation by teaching respect and accountability.

If Gillette’s intention was to start up a discussion they did a marvellous job of it. And with the way society works, talking about it is the first step to change. Good on them.

Nike was also in the hot seat a few months ago when they signed Kaepernick. I don’t know about you but I like it when companies try to change the world for the better.

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