Gillette Calls on Men to Do This to Fight Toxic Masculinity

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.

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