Gillette Commercial: #MeToo Movement Inspires New Advertisement That Has Social Media Buzzing

A new commercial from Gillette takes a look at what it calls “toxic masculinity,” in the face the #MeToo movement.

The razor company uses the commercial as a platform to question bullying, sexual harassment, and other issues that have come to the forefront for women – all the while asking "is this the best a man can get?" – a tagline Gillette has used for 30 years.

The commercial, which runs for one minute and 48 seconds, encourages men to hold not only themselves accountable for their actions around women but also others that they know or even don’t know.

According to Gillette, “the best a man can get” tagline was once an aspirational statement. It reflected on the standards that men strived to achieve. Today, the company said it has become a turning point for brands like Gillette that “influence culture.”

“And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.

“From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.”

The commercial has generated opinions on both sides, with one of the most notable being British television personality Piers Morgan. The commercial that has been viewed more than 5.4 million times garnered more than 396,000 dislikes as some viewers felt Gillette made all men out to be bullies or harassers to women and others.

Morgan posted on Twitter, “If Gillette made a commercial predicated on women being bad & this is how they can all be better... the same radical feminists loving this ad would go nuts.”

Morgan also penned an op-ed on the Daily Mail, where he wrote about the commercial saying, “It’s one of the most pathetic, virtue-signalling things I’ve ever endured watching.

“Gillette said the purpose of the ad was to urge men to hold each other ‘accountable’ for bad behaviour.

“Right, because the one thing that’s not happening right now in the world is men being held accountable for bad behaviour!

“Jeez, it’s hard to think of a single minute of any day where men aren’t being summarily hung, drawn and quartered somewhere for alleged bad behaviour – their careers and lives destroyed.”

Others also took to Twitter to also showing their dismay of the Gillette commercial. One user said, “Someone might want to let @Gillette know that their idiotic new campaign not only alienated their entire customer base, but have the name on an @nfl stadium is downright hilarious...if they truly mean it. #Gillette”

Supporters of the commercial also took to social media to praise Gillette for the turnabout, saying, “The #Gillette ad gave me goosebumps. Great and strong message. Simply put, just "care." But would also like to hear those who have issue with it, as I can't figure why.”

As part of its new commitment to men, as well as women, Gillette has also pledged to donate $1 million per year for the next three years to nonprofits that are committed to inspiring, educating, and helping men of all ages “achieve their personal best.”