THE WORST A MAN CAN GET
Shaving giants Gillette face backlash after advert inspired by #MeToo movement calling out sexism and male bullying sparks fury
SHAVING giants Gillette were last night facing a huge social media backlash over an advert which opposes “toxic masculinity” and references the #MeToo movement.
Hundreds of thousands of people took to social media to “dislike” the ad, with many calling for a boycott of the company’s products – which they accused of “attacking men”.
The company’s decadesold slogan, “The best a man can get”, is replaced with, “The best men can be”, in the new shoot.
The controversial clip has been watched nearly six million times on YouTube in just 48 hours – but has already notched up more than 475,000 dislikes. In the advert, the company asks “Is this the best a man can get?” before showing images of bullying, sexual harassment, sexist behaviour and aggressive male behaviour.
It then shows examples of more positive behaviour – such as stepping in to prevent the behaviour when it happens in public.
The company say they want men to hold other men “accountable” for their actions – but many viewers are now demanding an apology.
One angry viewer wrote: “In less than two minutes you managed to alienate your biggest sales group for your products. Well done.” The controversy has also attracted the attention of two comedians, Ricky Gervais and David Baddiel.
Gervais tweeted: “I’m never shaving my legs again,” while Baddiel wrote: “The Best Impact An Advertising Campaign Can Get.”
Earlier, Good Morning Britain presenter Piers Morgan expressed his fury to co-host Susanna Reid.
After seeing the ad, Reid told him: “I love it”
Morgan said: “Of course you love it, because you’re a radical feminist and it makes all men look like monsters.”
Reid retorted: “You make me sound like a man-hater. I love men.
“I just want them to embrace all parts of their personality.” Many social media users sent message of support to the company.
One Twitter user wrote: “Thank you, #Gillette, for taking a chance on attaching your tagline to something meaningful, important and real.”
Gillette’s president, Gary Coombe, has defended the advert and said that the firm believe “the best in men.”
He said: “By holding each other accountable, eliminating excuses for bad behaviour and supporting a new generation working toward their personal ‘best’, we can help create positive change that will matter for years to come.”