Gillette Razor Ad Urges Men to Lose Their ‘Toxic Masculinity’

Proctor & Gamble created a controversial Gillette razor ad that urges men to lose their “toxic masculinity.”

The razor ad shows clips of men fighting, barbecuing and harassing women with #MeToo news reports playing in between.

The ad called, “We Believe: The Best Men Can Be,” urges men to reexamine themselves and the way they raise their sons.

The two-minute video generalizes the actions and thoughts of an entire gender group, insinuating that this is what men do.

Pankaj Bhalla, Gillette’s brand director, stated that the ad is for reflection on the changes that men must make in America.

“We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together,” Bhalla said. 

Watch below:

Many Gillette customers were not happy with the company’s portrayal of “most men in America” and have vowed to stop purchasing their razors.

I am taking action. I’m researching every product made by Proctor & Gamble, throwing any I have in the trash, and never buying any of them again until everyone involved in this ad from top to bottom is fired and the company issues a public apology.

— Joe (@JoeS3678) January 14, 2019

Oh FFS. Let me know more toxic masculinity when it saves you from a burning building, goes to war to protect you and your freedoms, or rescues puppies, kittens, and horses from flood waters after a hurricane.

— Mandie (@MandieFreshTake) January 14, 2019