Gillette launched his new #TheBestMenCanBe advertising campaign this week, which targeted venomous masculinity and urged men to adhere to a higher standard of behavior.
The ad shows images of children bullying, clips of celebrity men being called for sexual misconduct, and men who apologize for the booric behavior of others: "Boys will be boys," says a group of men.
"Is that the best thing a man can get?" Says a spokesman at the beginning of the ad, hinting at the well-known slogan of the shaver brand.
The ad, which premiered on Monday, immediately conquered the Internet. [1
Many others, however, praised the company because it had "taken a stand".
The ad is just the latest in a series of social-led ad campaigns – including the ad by Colin Kaepernick, which led to a strong [NK sales increase last year – and comes at the time in which the #Metoo movement continues to enforce a cultural consideration of uncontrolled sexual abuse and harassment by strong men. That it uses the crucial #Metoo movement to sell razor blades was itself a source of criticism.
"It invalidates the importance of the MeToo movement – it does not make it a crucial campaign for women's rights to physical autonomy, but a fashionable slogan they can offer men so they can feel better about themselves "Sirena Bergman wrote on Tuesday in a blistering call for advertisement for Independent . "And it takes the stories of women who are brave enough to talk about their attacks, harassment, and vilification and exploit them to make more money."
The ad is part of Gillette's broader campaign to donate a million dollars a year over the next three years to charities that "help men of all ages achieve their personal best," beginning with the Boys & Girls Club of America, according to a website for the campaign. The company also pledged to "promote positive, achievable, inclusive and healthy versions of what it means to be a man."
"We invite all men on this trip with us," the company said in a statement. "To strive to be better, to make ourselves better and to help each other to become better."