Backlash includes call for boycott of maker P&G, complaining the We Believe commercial is ‘insulting’ and ‘emasculates men’
Gillette is under fire from men’s rights activists and rightwing publications for a new advertisement that engages with the #MeToo movement and plays on its 30-year tagline “The Best A Man Can Get”, asking instead: “Is this the best a man can get?”
The advertisement features news clips of reporting on the #MeToo movement, as well as images showing sexism in films, in boardrooms, and of violence between boys, with a voice over saying: “Bullying, the MeToo movement against sexual harassment, toxic masculinity, is this the best a man can get?”
The film has generated heated debate and plenty of criticism.
Far-right magazine The New American attacked the advertisement’s message, saying it “reflects many false suppositions”, adding that: “Men are the wilder sex, which accounts for their dangerousness – but also their dynamism.”
Among the objections were that the video implied most men were sexual harassers or violent thugs, that it was “virtue-signalling” by a company that doesn’t care about the issue, and that the advertisement was emasculating.
I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4
— Piers Morgan (@piersmorgan) January 14, 2019
Conspiracy theorist and alt-right figure Paul Joseph Watson accused Gillette of insinuating its customers were “would-be sexual abusers & creeps”.
The advertisement, which runs for nearly two minutes, shows men intervening to stop fights between boys and calling other men out when they say sexually inappropriate things to women in the streets. “We believe in the best in men: To say the right thing, to act the right way. Some already are in ways big and small. But some is not enough. Because the boys watching today will be the men of tomorrow,” the voiceover says.'