Gillette has recently been on the receiving end these past few days as a result of their controversial advertisement. The brand, popular for their men’s shaving products has been taking part in gender sensitization addressing issues like the MeToo movement, sexual harassment, and bullying.

The advert went on to include their popular tagline “The best a man can get”, but this time, angered some of their customers angry and confused. Some Gillette product enthusiasts even called out the brand for “insulting their user base”

Gillette’s newest commercial isn’t about shaving or razors – this time it focuses on social issues, such as toxic masculinity and the #MeToo movement

Gilette -Via

The brand has recently been at the forefront of addressing the problems, that have gained attention in recent years. The video opens with Idris Elba and a couple of other men in a close- shot view and a voice-over in the background. “Bullying, the ‘MeToo’ movement against sexual harassment, toxic masculinity, is this the best a man can get?” an anonymous voice asks. This is followed by an image of angry teenagers chasing another boy.

The ad features images of bullying, mansplaining, and catcalling

Gilette

The advert that has since gone viral has stirred some mixed reactions with almost 600,000 dislikes against 223,000 likes on their official youtube video. People are not pleased with the advert as a comment after another they wonder whether firms have exploited feminism too much in their marketing strategies.

Pankaj Bhalla, Gillette’s North America brand director told media that “Actually a discussion is necessary. If we don’t talk about it, I don’t think real change will happen”

Gillette

Through the advert, he hopes that men will stand up against bad behaviors and inspire young people to treat others with respect.
Towards the end of the video, the narrator says that “something has finally changed,” referencing to the #MeToo movement.

Towards the end of the video, the narrator says that “something has finally changed,” referencing to the #MeToo movement

Gillette

The scene quickly escalates and then shows Terry Crews, famous for experiencing sexual assault saying; “men need to hold other men accountable.” The commercial then makes a quick unexpected turn and shows men standing up to inappropriate behavior. The voice continues; “To say the right thing, to act the right way. Some already- are in ways big and small. But ‘some’ is not enough. Because the boys watching today will be the men of tomorrow.”

See the ad that has caused so much controversy and has already received almost 600k dislikes

The advert has caused quite an uproar on social media

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some people were biling with anger

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