Gillette has been using the slogan “The Best a Man Can Get” as its tagline for years – and with a new campaign, the brand is taking it a bold step further.
The 1:49-long video brings toxic masculinity to the forefront via video and audio clips that feature sexual harassment (with specific reference to the #MeToo movement), male childhood aggression and workplace “mansplaining.” Ultimately, the brand calls upon its male consumer audience to hold itself accountable and strive for “The Best Men Can Be.”
Any spot like this one, which makes a bold statement on a tense topic, is going to draw both criticism and praise. Critics feel that it casts too wide a net, making men as a whole look like a societal problem. In addition, some don’t support the way Gillette seems to be drawing upon important social issues for its commercial gain.
But supporters of the campaign have commended its strong-willed call to action. They’ve responded to critics by stating that men who feel threatened by the ad are part of the problem it brings to light.
The video earned over 5 million views on YouTube within its first two days, and while a lot of opinions have already been made, even more will be influenced by where the brand heads next.