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Gillette Ad Takes a Stand on Toxic Masculinity

The razor company challenges men to step up, speak out and do more


Published on: January 14, 2019

mom with son being bullied

If you haven't seen Gillette's newest ad, drop everything and watch it now. Really.

The ad is an inspiring response to the #MeToo movement, calling on men and boys to work toward change in a way I've personally never seen in an ad until now. While clips of harassment, bullying, fighting and other displays of toxic masculinity play on screen, the shaving products company riffs on their decades-old tagline "The best a man can get" with a voice-over that asks, "Is this the best a man can get... is it?" It is VERY powerful.

And more importantly, it's not just talk. Accompanying the video is this message from the company, "It's only by challenging ourselves to do more that we can get closer to our best... We are taking action at Join us."

In addition, a statement by the company on their new campaign page reads:

It’s time we acknowledge that brands, like ours, play a role in influencing 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." You can read the full statement here

Can we just say? More of this, please.

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