In light of the recent campaigns and advocacies against misogyny, sexual harassment and toxic masculinity, razor brand, Gillette released an ad to lend their voice to the movement to get men to do better.
The ad released as a short film, is titled, ‘We Believe: The Best Men Can Be’ – a play on the brand’s 30-year tagline, “The best a man can get”, shows scenarios of sexism at play in everyday life, as well as violence between boys and news clips from the MeToo campaign.
And you would think that the message of the film is one that would be welcomed by all and sundry but that is not the case. A lot of people – read as men – on the internet have been up in arms in protest against it.
Popular British journalist Piers Morgan for instance, tweeted that he was boycotting the brand, and even went on to write a long ass piece condemning the brand for the ad.
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
There were lots of tweets like the one above protesting the ad…
If you’re a man and you can’t see the problem with that Gillette ad then you’re daft.
— Henri. (@SirHenry_) January 16, 2019
🔥 @Gillette 👉 Schick is my new Razor 👍🇺🇸🇺🇸
— Sektor (K) (@Sekusa1) January 16, 2019
I wonder how the “toxic men” who stormed the shores of Normandy to liberate the world from pure evil would feel about the moralizing of @Gillette / @ProcterGamble. The folks who do not understand why people are upset at the obnoxious virtue signalling are blind to the TOXIC
— Gad Saad (@GadSaad) January 15, 2019
We don’t need politics with our shave gel. pic.twitter.com/erZowlhdz8
— ART TAVANA (@arttavana) January 14, 2019
My response to Gillette’s “toxic masculinity” campaign. pic.twitter.com/01CGUlrlDD
— Tommy Bruno-Mercury (@tonnomercury) January 16, 2019
But in case you were wondering, the world hasn’t gone completely mad, and the tweets below are proof.
If that @Gillette ad made you feel bad you’re why they made it.
— Randy Bryce (@IronStache) January 16, 2019
Take a bow Gillette.. what an Ad
— Yung denzL (@MI_Abaga) January 16, 2019
Gillette: “Hey, guys, let’s not be dicks, yeah? Let’s pull together for courtesy, care and respect for all.” 🙂
Angry Men: “Fuck YOU Gillette! How dare you tell me not to be a dick you fucking dickheads! Toxic masculinity doesn’t even exist!”🤬
The Internet: “Erm… ok then.”😐
— ALIX WILTON REGAN (@AlixWiltonRegan) January 16, 2019