Gillette advert stirs online uproar

A GILLETTE ad for men invoking the #MeToo movement is sparking intense online backlash, with accusations that it talks down to men and groups calling for a boycott.

But Gillette says it doesn’t mind sparking a discussion.

Since it debuted on Monday, the internet-only ad has garnered nearly 19 million views on YouTube, Facebook and Twitter – a level of buzz that any brand would covet.

The two-minute ad from Procter & Gamble’s razor brand shows men and boys engaging in bullying and sexual harassment and encourages men to “say the right thing” and “act the right way”.

Taking on bullying, sexual harassment and toxic masculinity is a big task for a razor brand. Many critics took to social media saying it was insulting to men and laden with stereotypes.

The uproar comes as Gillette battles upstarts like Harry’s, Dollar Shave Club and others for millennial dollars. Gillette controlled about 70 percent of the US market a decade ago. Last year, its market share dropped to below 50 per cent, according to Euromonitor.

Allen Adamson, co-founder of branding firm Metaforce, said just getting noticed was a big win.

Some cheers were mixed in with the social media boos. In a tweet, actress Jessica Chastain thanked Gillette “for this reminder of the beauty of men.”