Gillette's 'We believe: the best men can be' razors commercial takes on toxic masculinity

The shaving brand Gillette has launched a new ad campaign in response to the Me Too movement. The video urges men to hold each other to a higher standard and to step up when they see fellow men acting inappropriately towards women. The video has received intense criticism on social media with many men calling for a boycott of the brand
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#metoo #timesup

[@guardiannews]

For more context on this video:

[@ignaciolarat1391]

While Gilette charges double for pink razors...

[@navylaks2]

This is the only channel that actually still shows this commercial, it's like Gillette has completely erased it from history.

[@fatusopp4739]

gillette sells extremely expensive razors, marks up their prices for women's products, uses child labor, and contributes to deforestation. why would they think making a condescending ad that bashes their target audience on top of this would turn out well?

[@jackfennell4207]

"Wow this commercial made me realize that I'm a misogynist! I'm going to buy more Gillette!" Said no sane person ever lol

[@Sekretariat.]

A moment of silence for all the great deleted comments and the deleted dislikes😔🙏🕯

[@gammaraider]

Thanks Gillette, maybe now I can finally learn to live without raping or bullying everyone I meet. Is robbery still okay though, cause your razor blades are pretty expensive.

[@Gt3ch]

I switched to a safety razor, avoiding Gillette/P&G blades and am finally getting great shaves for the first time in my life.

[@showtime1235]

thanks gillette because of this ad i switched razors and have never gotten a better shave

[@Silver-st2zq]

Child labour, deforestation, price fixing is this the best a company can get?

[@xenon7522]

Gillette, if you believe so strongly in fighting the patriarchy, why do you still charge more for women's razors than men's?

[@tesstkohls7448]

This commercial doesn't say all men are bad. It says only 99.9% of men are toxic.

[@JascharJames]

I remember when I stopped buying Gillette products.

[@justjack4030]

I love it when billion dollar corporations lecture me on how I should feel.

[@oluwafemis1133]

The only thing getting shaved off here are the dislikes

[@richardgugulaii362]

I had forgotten why I stopped buying Gillette. Seeing this has reinvigorated me for at least another 4 years

[@sammygoodnight]

4 years later and still living completely free of all Gillette products. Wife and daughters too.

[@darkpill]

$8 Billion loss for Gillette. 👏🏾👏🏾

[@drewturner9395]

48,000 comments were just deleted!!??can't take the heat??

[@peteman8160]

I almost just bought some Gillette razors but then I remembered this commercial so we'll be choosing a different brand they lost me as a customer after doing this commercial.