As more and more companies shed light on important social issues through thoughtfully crafted advertising campaigns, Gillette is under scrutiny for the message of its latest commercial, which encourages men to ask themselves if toxic masculinity is “the best a man can get.”
The offending commercial, which has been targeted for social media and can be viewed on YouTube, starts by depicting a group of boys bullying other boys. It goes on to show cat-calling and other destructive behaviors typically associated with “toxic masculinity.”
While the commercial certainly seems innocuous and socially progressive, some people think that Gillette crossed the line by making sweeping generalizations about men as a whole. Others think the company is capitalizing on the #MeToo movement and practicing leftist politics to expand its market and following, as suggested by an article on The Conversation.
As a result, many people have shared their intentions to boycott the company, even making videos of throwing Gillette products in the trash.
The company has addressed the controversy in a statement made to the Today Show:
“The ad started a discussion, as intended. If we get people to pause, reflect and to challenge themselves and others to ensure that their actions reflect who they really are, then this campaign will be a success.”
What do you think of Gillette’s commercial encouraging men to “do better?” Was it innocent, or did it cross the line? Share your thoughts below!
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