Embracing the #MeToo movement and taking a stand against bullying, Gillette's latest advertisement calls on the men of today and tomorrow to embrace a more positive masculinity, against all forms of violence.
"Bullying, the #MeToo movement, toxic masculinity. Is this the best a man can get?" These are the opening words of the new Gillette advertisement, the famous men's razor brand known the world over, entitled We believe: the best men can be. An advertisement that seems to present a new perspective on the male ideals the company has promoted for decades, paraphrasing and transforming the celebrated company slogan from The best a man can get to The best men can be.
Indeed, after a long list of advertisements stretching back to the 1990s depicting dynamic, successful men or sporting champions, in which women appeared as a mere complement, or supplement, this year we are faced with something different: how an action can make a difference. The voiceover accompanies images that first show a series of negative behaviours encountered in everyday life, "that have been going on for too long, with the same old excuses, and that we can no longer laugh off": children victims of bullying, justified in hitting one another because "boys will be boys"; women harassed and verbally accosted in the street or the workplace in ways that are greasily ironic and anachronistic.
These are followed, however, by a series of more positive actions: television footage of the #MeToo movement, former football player Terry Crews speaking out against violence and abuse, a father intervening against bullying, young men defending girls from sexually inappropriate comments. As the video notes, something is changing. And so too must the new role models the advertisement presents, because "the boys watching today will be the men of tomorrow".
Within hours the advertisement went viral, racking up millions of views and drawing a wide range of reactions, from praise to criticism. On one side are consumers who say they are irritated by this unrealistic portrayal of men and who vow never to buy the company's products again; on the other are those who were struck by and feel satisfied with the message against violence and sexism. "This ad is not anti-male. It is pro-humanity," commented Bernice King, the daughter of the man who changed the history of civil rights, Martin Luther King. Whether this remains merely a well-crafted advertisement or signals a new corporate vision, it nonetheless represents a step forward towards a more positive approach that moves away from gender stereotypes and takes a stand against all forms of violence.