"The best men can be."
Gillette has released a new advert which addresses bullying, the #MeToo movement and toxic masculinity and it has sparked a heated debate online.
The company's short film, called Believe, replaces their famous tagline 'The best a man can get', with 'The best men can be'.
The ad has been viewed over 2.5 million times on YouTube since it was uploaded on Monday and has been shared widely on social media.
"Is this the best a man can get?" a voice asks, as men of different ages are shown looking at their reflections in the mirror.
The ad then moves on to scenes depicting bullying, cyber bullying, sexual harassment and mansplaining, with the narrator stating: "It's been going on far too long."
The video then shows scenes of fathers stepping in to stop situations like the above, and taking steps to teach their sons that it's not OK to behave in this way.
https://www.youtube.com/watch?v=koPmuEyP3a0
Clip via Gillette
Of course, the advert has drawn both praise and criticism online, with some praising the relevance of the ad in highlighting toxic masculinity.
https://twitter.com/joabaldwin/status/1084926116421357568
https://twitter.com/SonnyBunch/status/1084943461713936385
Others, meanwhile, including Piers Morgan, have criticised Gillette and some have called for a boycott of their products.
https://twitter.com/piersmorgan/status/1084891133757587456
https://twitter.com/ary31574363/status/1085011524354097152
https://twitter.com/MongoAggression/status/1084948065906118656
At the time of writing, the video has 26k likes and 225k dislikes on YouTube.
