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Gillette ’s new advert about the dangers of toxic masculinity and the importance of setting a good example for young boys has sparked a heated debate online, with one person describing it as an “amazing call to action”.
The campaign, which turns the brand’s slogan “The Best A Man Can Get” on its head to create “The Best Men Can Be ” tagline, addresses several topical issues, including the impact of the #MeToo movement .
“Is this the best a man can get?” the narrator asks, as men of different ages are shown looking pensively at their reflections in the mirror.
Various clips are then shown on screen depicting cyber bullying, sexual harassment and mansplaining , with the narrator stating: “It’s been going on far too long.”
The advert also highlights the proliferation of the phrase “boys will be boys” as a means of excusing harmful or violent behaviour exhibited by young boys.
Gillette’s campaign urges men to make a point of calling out the detrimental behaviour of other men.
“There will be no going back because we, we believe in the best of men,” the narrator says.
The advert has drawn both praise and criticism online, with some stating that the release of the campaign is extremely timely considering the increasing prevalence of conversations about toxic masculinity.
#MeToo movement – In picturesShow all 24 1 /24#MeToo movement – In pictures #MeToo movement – In pictures 2017 A picture shows the messages "#Me too" and #Balancetonporc ("expose your pig") on the hand of a protester during a gathering against gender-based and sexual violence called by the Effronte-e-s Collective, on the Place de la Republique square in Paris
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#MeToo movement – In pictures 2018 Italian actress Asia Argento (C) and US singer and actress Rose McGowan, who both accuse Harvey Weinstein of sexual assault, take part in a march organised by 'Non Una Di Meno' (Me too) movement as part of the International Women's Day in Rome
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#MeToo movement – In pictures 2017 Victims of sexual harassment, sexual assault, sexual abuse and their supporters protest during a #MeToo march in Hollywood, California
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#MeToo movement – In pictures 2018 South Korean women staging a monthly protest against secretly-filmed spycam pornography in Seoul. Since May 2018, the monthly demonstrations against secretly-filmed spycam pornography in Seoul has shattered records to become the biggest-ever women's protest in South Korea where the global #MeToo movement has unleashed an unprecedented wave of female-led activism
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#MeToo movement – In pictures 2017 Swedish MEP Linnéa Engström sits behind a placard placed on her desk that reads "Me too" during a debate about combating sexual harassment and abuse in the EU at the European Parliament in Strasbourg
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#MeToo movement – In pictures 2018 Activists participate in front of the Brandenburg Gate in a demonstration for women's rights in Berlin
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#MeToo movement – In pictures 2018 A McDonald's employee holds a sign during a protest against sexual harassment in the workplace in Chicago
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#MeToo movement – In pictures 2018 An activist participates in the 2018 #MeToo March in Hollywood
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#MeToo movement – In pictures 2018 Women protest in New York
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#MeToo movement – In pictures 2018 Women hold a banner reading "still feminist" with the Eiffel tower in background
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#MeToo movement – In pictures 2017 French activist Jean-Baptiste Redde, aka Voltuan, holds a placard as protesters take part in a gathering against gender-based and sexual violence in Paris
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#MeToo movement – In pictures 2018 Activists and advocates for survivors of sexual abuse, including Democratic candidate for Illinois governor at the time JB Prtizker (left), gather in the Federal Building Plaza to protest the confirmation of Supreme Court nominee Brett Kavanaugh in Chicago, Illinois after the Senate Judiciary Committee voted out Supreme Court nominee Judge Brett Kavanaugh and agreed to an additional week of investigation into accusations of sexual assault against him before the full Senate votes on his confirmation. Christine Blasey Ford accused Kavanaugh of sexually assaulting her when they were both teens
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#MeToo movement – In pictures 2018 A group describing themselves as #MeToo/#YoTambien survivors, hold a candlelight vigil outside the Mexico Consulate to support the women taking part in the human caravan heading through Mexico to the US border
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#MeToo movement – In pictures 2017 Victims of sexual harassment, sexual assault, sexual abuse and their supporters protest during a #MeToo march in Hollywood
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#MeToo movement – In pictures 2018 South Korean demonstrators hold banners during a rally to mark International Women's Day
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#MeToo movement – In pictures 2018 Dozens of women and men attend a rally and march in Washington Square Park for international Women's Day in New York
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#MeToo movement – In pictures 2017 People carry signs addressing the issue of sexual harassment at a #MeToo rally outside of Trump International Hotel in New York
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#MeToo movement – In pictures 2017 Victims of sexual harassment, sexual assault, sexual abuse and their supporters protest during a #MeToo march in Hollywood
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#MeToo movement – In pictures 2018 South Korean demonstrators hold banners during a rally to mark International Women's Day
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#MeToo movement – In pictures 2018 Dozens of protesters against the confirmation of Republican Supreme court nominee Judge Brett Kavanaugh gather outside of Democratic Senator Chuck Schumer's office on the afternoon that Professor Christine Blasey Ford testified against Kavanaugh in New York
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#MeToo movement – In pictures 2018 Activists and advocates for survivors of sexual abuse gather in the Federal Building Plaza in Chicago
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#MeToo movement – In pictures 2018 Dozens of women and men attend a rally and march in Washington Square Park
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#MeToo movement – In pictures 2017 People carry signs addressing the issue of sexual harassment at a #MeToo rally outside of Trump International Hotel
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#MeToo movement – In pictures 2018 Activists and advocates for survivors of sexual abuse gather in the Federal Building Plaza to protest the confirmation of Supreme Court nominee Brett Kavanaugh
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“Thanks for this Gillette. I agree. We absolutely as men can do a better job instilling better morals and behaviour overall with one another,” one person tweeted .
“Handing those core values down to our kids is paramount,” they continued.
“’Be a good human’ is getting ever-more commerically viable,” another person wrote .
“I’m down with a future where it’s cool to be protective and proactive at making the world better.”
Some have argued that razor is taking advantage of its customers by sharing what they’ve described as a ”political” message.
Unsurprisingly, Piers Morgan had something to say about the advert.
“I’ve used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity,” he commented .
Gillette – ‘We Believe: The Best Men Can Be’ (YouTube) One person acknowledged that while the advert may have an ulterior motive, its overriding message is still undeniably effective and powerful.
“Exploitative? Maybe. Brave and timely? Absolutely,” they commented .
“Also I cried. Well done, @Gillette. #foroursons.”
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A recent survey conducted by YouGov revealed the damaging effects of toxic masculinity .
The study, which was named ‘Future Men’, found that more than half of Britain’s young men feel under pressure to “man up”.
Support free-thinking journalism and attend Independent events 55 per cent of the participants stated that they feel as though crying in front of others would make them feel less like a man, and 67 per cent of 18 to 24 year olds said that they feel they have to exhibit “hyper-masculine” behaviour in difficult situations.
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