Gillette, which has long been known for its tagline, “The Best A Man Can Get,” is changing tactics in a risky bet by joining the #MeToo movement with its newest ad asking men to shed their “toxic masculinity.”
The ad disputes the old “boys will be boys” adage, asking, “Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.” as a narrator talks about sexual harassment while a mob chases a young boy as an example of bullying.
While images of helpful and kind men doing good deeds appear, the ad closes with the narrator saying “We believe in the best in men, to say the right thing, to act in the right way. Some already are, in ways big and small. But some is not enough. Because the boys watching today will be the men of tomorrow.
“This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,” said Pankaj Bhalla, Gillette brand director for North America, in an emailed statement to the Wall Street Journal. “We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse.”
All in the name of selling more razor blades.
— Gillette (@Gillette) January 14, 2019