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New ad for Gilette questions 'toxic masculinity'; Twitter divided

ANI | Updated: Jan 15, 2019 20:37 IST

New Delhi [India], Jan 15 (ANI): Gillete's new advertisement is a far cry from what it has been promising its customers for the last three decades -- 'The Best a Man Can Get.'
In fact, the new advertisement is not about personal hygiene, shaving or beards at all! It turns out that the minute-and-48 second "We Believe" ad addresses issues like toxic masculinity, sexual harassment and #metoo.
Taking to Twitter, the brand posted the video and captioned it, "Boys will be boys"? Isn't it time we stopped excusing bad behavior? Re-think and take action by joining us at . #TheBestMenCanBe."
It plays on its own famous tagline and asks, "Is this the best a man can get?"
Twitter, however, is divided. While some twitterati slammed the company for its shift from traditional perceptions, others have hailed the move, slamming those who opposed it.
Here's what Twitter wrote after the video was posted:

The ad was termed as being 'hideously woke' by some while others took to Twitter to say it was 'smarmy' and 'condescending.'
However, there were those who thought that the advert was a necessary step and hailed the efforts of the makers.

Gillette further wrote on Twitter, "#TheBestMenCanBe is always evolving, but shaping the men of tomorrow starts with actions we take today." (ANI)