Gillette’s New Ad Isn’t About Shaving. It’s About Men in the Age of #MeToo

Gillette’s newest advertisement isn’t about shaving, or beards or personal hygiene.

The company’s “We Believe” ad – a one minute and 48 second spot posted to its social media accounts this week – addresses serious issues like toxic masculinity, sexual harassment and #metoo.

Gillette plays on its famous tagline and asks: “Is this the best a man can get?”

Reactions to the commercial have been mixed, and predictably extreme. Some offered praise for the progressive ad while others have threatened to boycott the razor company.

“We expected debate. Actually a discussion is necessary. If we don’t discuss and don’t talk about it, I don’t think real change will happen,” Pankaj Bhalla, Gillette’s North America brand director, told CNN Business.

He said he hopes men who watch the video will be inspired to act like role models and show younger children how to stand up to bad behavior and treat other people with respect.

Procter & Gamble, which owns Gillette, has made progressive advertising before.

The company has won accolades for advertisements such as its Always “Like a Girl” campaign and Pantene’s “Strong is Beautiful” campaign that shows NFL players braiding their daughter’s hair.

The Gillette “We Believe” includes a voice narrating over scenes of bullies, sexual harassment and masculinity.

“We can’t hide from it. Its been going on far too long. We cant laugh it off, making the same old excuses.” Then, in a direct reference to the #metoo movement, it says “Something has finally changed.” It closes with scenes of men breaking up fights, standing up for people, and being attentive fathers.

Gillette’s team consulted men across the country, conducted its own studies, and spoke to experts on masculinity, according to the company.

On YouTube and Twitter, the replies were flooded by people angry about the ad. Some men have said it was insulting, other said it was “feminist propaganda.”

Other people said the reactions to the ad proved why it was necessary in the first place.

“The ad is not about toxic masculinity. It is about men taking more action every day to set the best example for the next generation,” said Bhalla. “This was intended to simply say that the enemy for all of us is inaction.”

The company has more videos lined up as part of the larger branding effort, which includes donating $1 million a year for the next three years to organizations like the Boys & Girls Club of America.


  • J (@ds18301)

    Well done Gillette. In spite of the predictable whining below, the only thing the ad really asks is to consider the essential Judeo-Christian message (not Marxist Ms. Silverfish) of “doing unto others as you would have them do unto you.” I know — that’s pretty untenable for some…

  • lucystoole

    Men are so fragile. You’re getting upset because you were asked to treat women with respect and stop sexually harassing them? Oh noes!

    • Silverfish Imperetrix

      We real men out here aren’t “fragile” – we’re angry to be lumped in with a handful of fetched-up miscreants that just happen to be male, not men. We’re angry to have our gender used against us to serve the current media’s ploy to villify us all to serve their divisive agenda. You may have even met some of us in passing…we’re the ones that were lucky enough to be raised in stable, sober, two-parent homes that seem to be becoming more and more rare these days. We’re the ones that will gladly hold a door open for a lady, or offer help when needed with no expectations of any sort of ‘reward’. We’re not grabby or gropey and our speech isn’t laced with any double entendres or other types of sexual innuendos. We were taught how to treat women, and act like real men in general by our fathers, who treated our mothers like queens, and worked like mad to keep a roof over our heads and food on the table without any expectations of ever being paid back. That lifestyle is disappearing a little bit more every day thanks to progressivism and all of the evils it espouses. If you’re lucky though, and you quicken your step a bit, you just might find a real man if you don’t have one already.

  • Silverfish Imperetrix

    Because every man wants some cultural marxism with their grooming aids. Bye, Gillette (and P&G in general).

  • straubdavid9

    So glad I pulled the plug on the toxic MSM, and the toxic networks that do nothing but belittle men! We are sooo damn tired of this dysfunctional BS narrative.

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