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The New Gillette Advert Is A MUST WATCH In The Era Of #MeToo

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Shaving brand Gillette has garnered qual praise and anger over their latest advert which challenges men to ‘do more’ in light of the allegations and discussions that emerged in during the #MeToo era.

They challenge men to set a better example for young boys and to hold one another accountable rather than relying on the old adage of ‘boys will be boys’.

Watch the advert below:

The campaign plays on the company’s 30-year old tagline, “The Best A Man Can Get” and replaces it with “The Best Men Can Be”.

The advert not only highlights the revelations that emerged during the #MeToo movement in relation to sexual abuse of females throughout the entertainment industry. It also draws attention to the more general issues of the sexualisation of females in the media, ‘mansplaining’ in boardrooms, violence between boys and bullying.

As images of these events transpire on screen, a voice over asks the question: “Bullying, the MeToo movement against sexual harassment, toxic masculinity…is this the best a man can get?”.

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(Image: A scene from the advert of a Father breaking up a fight between two boys)

The emotive advert, called ‘We Believe’ gained immediate worldwide attention, receiving over 4 million views on YouTube in 48 hours and generated much discussion – both positive and negative.

On the negative side of the spectrum are the usual suspects – men’s rights activists, Far-Right commentators, Piers Morgan. Many have gone so far to say that they will be boycotting the brand over the ‘absurd’ advert which they feel is jumping on the ‘men are horrible’ campaign.

However, many have come to the defence of the brand, arguing that the advert is not “anti-male” but “pro-human” – saying that we all need to be accountable for our actions and speak up when the actions of others are wrong. Being a willing bystander and looking the other way when injustice occurs, is just as wrong as committing the injustice itself.

Gillette’s North American brand director Pankaj Bhalla said in a statement to CNN Business: “We expected debate. Actually a discussion is necessary. If we don’t discuss and don’t talk about it, I don’t think real change will happen,”

He hopes that men who watch the video will not feel threatened, but rather inspired to stand up and act like role models and stand up to bad behaviour.

At the time of writing, the video has been viewed 4.7 million times and received 98k likes and 371k dislikes.

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