2023 Author: Steven Freeman | [email protected]. Last modified: 2023-11-27 15:22
An announcement from the Gillette company, which refers to bullying, the #MeToo movement and toxic masculinity, has divided opinions on the Internet.
The razor blade company film, We Believe, plays its famous catchphrase "The best a man can get," replacing it with "The best a man can be."
The company says it wants men to hold each other accountable and aware of situations that have plagued the public for years.
While many have praised the message in the ad, which aims to update the company's 30-year-old slogan, others say the Gillette brand is "dead" to them.
Check out the announcement below:
In the ad, the company asks, "Is this the best a man can get?" before showing images of bullying, aggressive and sexist behavior, sexual harassment, among others. He then shows examples of more positive behaviors, such as intervening to prevent these behaviors when they occur in public.
Comments on the video are largely negative, with viewers saying they will never buy Gillette products again or that the ad was "feminist propaganda."
Twitter users are also sharing their disappointment with the company and asking the company to broadcast another video of apology.
But Gillette is not going to let her guard down.
"By holding each other accountable, eliminating excuses for misbehavior, and supporting a new generation working to achieve their best, we can help create positive change that will be important for years to come," said its president, Gary Coombe., through a statement.
The ad was directed by Kim Gehrig of British production company Somesuch, who also directed the controversial 2015 campaign for Sport England, This Girl Can.
The ad has been viewed almost 5 million times on YouTube in 48 hours with 104,000 people in favor and 380,000 people against.
What did you think?
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