A company known for its razor blades is getting shredded over a new ad encouraging men to be on their best behavior. Gillette's "We Believe," viewed nearly 3 million times on YouTube since Sunday, begins with scenes of bullying, sexual harassment, and aggressive male behavior, asking, "Is this the best a man can get?" It then references the #MeToo movement. "There will be no going back. Because … we believe in the best in men. To say the right thing. To act the right way," a voice says, as scenes show men preventing sexual harassment and breaking up fights. All men should follow the good example of some "because the boys watching today will be the men of tomorrow," the ad concludes. CNN reports reactions have been "mixed, and predictably extreme," with some—Piers Morgan included—vowing to boycott Gillette over the "feminist propaganda."
"Way to imply men are horrid inhuman beings," reads a typical comment on the ad, with an overwhelming share of dislikes, per People. "We expected debate. Actually a discussion is necessary" to ensure "real change," Gillette's North America brand director, Pankaj Bhalla, tells CNN. He says the ad, directed by Kim Gehrig of UK-based Somesuch, "is not about toxic masculinity" but rather "men taking more action every day to set the best example for the next generation." "For us, the decision to publicly assert our beliefs while celebrating men who are doing things right was an easy choice that makes a difference," adds Gillette President Gary Coombe, per the BBC. Expect more of the same: Gillette will release other videos as part of a branding effort which will also see the company donate $3 million to US charities that support men over the next three years, per CNN. (This David's Bridal ad went over better.)