One of the manliest man brands caused a social media firestorm with their new ad campaign. Boston based Gillette, who for over three decades have used the line, “The Best A Man Can Get", rolled out a new campaign titled “We Believe."
It opens with news about the #MeToo movement, bullying and “toxic masculinity.” It then disputes the notion that “boys will be boys,” asking, “Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.”
In a statement, Pankaj Bhalla, Gillette brand director for North America said, “This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own. We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse.”
Response to the ad is mixed with some saying it was too political and painted all men as bullies or sexual harassers. Others have called it ,"courageous, timely, smart, and much-needed."
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