Gillette has released an ad calling for men to fight against toxic masculinity by shaving their beards.
According to Town Hall:
Gillette released an ad on Monday that chastises men for sexual harassment and bullying, and calls on them to change their behavior.
The controversial minute-and-a-half commercial, titled “We Believe”, refers to the #MeToo movement and calls on the men of America to change the culture of “toxic masculinity.”
Gary Coombe, president of Gillette parent Procter & Gamble’s global grooming business, said in a statement about the ad that “Gillette believes in the best in men; that by holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can deliver positive change that will matter for years to come.”
The ad begins with the audio of news anchors discussing a simulated #MeToo movement, and visual representations of men behaving badly. Soon the narrator asks, “Is this the best a man can get? Is it?”
Many critics feel that the ad is unfairly critical of men and actually fails the address the real problem.