Read time: 1 minute

Gillette #MeToo Ad On 'Toxic Masculinity' Gets Lavish Praise And Angry Derision

'Bullying. Harassment. Is this the best a man can get? It's only by challenging ourselves to do more, that we can get closer to our best. To say the right thing, to act the right way. We are taking action.'

So-called 'men's rights' advocates have their panties in a real twist, while normal people know which way the wind is blowing. The men's razor company Gillette takes a bit of a risk here, calculating they'll be amply rewarded, that people, especially younger people (consumers) will approve, while a small number of haters will just do what they do, which is hate.

Source: The Guardian

Shaving company Gillette have been bombarded with both praise and abuse after launching an advertising campaign promoting a new kind of positive masculinity.

Engaging with the #MeToo movement, the company’s new advertising campaign plays on its 30-year tagline “The Best A Man Can Get”, replacing it with “The best men can be”.

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, called We Believe: The Best Men Can Be, immediately went viral with more than 4m views on YouTube in 48 hours and generated both lavish praise and angry criticism.

Some of that angry criticism came from a-holes like these two:

I think Soledad O'Brien spoke for all of us:

And of course the a-holes at Fox News had a field day too.

Can you help us out?

For 17 years we have been exposing Washington lies and untangling media deceit, but now Facebook is drowning us in an ocean of right wing lies. Please give a one-time or recurring donation, or buy a year's subscription for an ad-free experience. Thank you.

More C&L Coverage

Discussion

New Commenting System

Our comments are now powered by Insticator. In order to comment you will need to create an Insticator account. The process is quick and simple. Please note that the ability to comment with a C&L site account is no longer available.

We welcome relevant, respectful comments. Any comments that are sexist or in any other way deemed hateful by our staff will be deleted and constitute grounds for a ban from posting on the site. Please refer to our Terms of Service (revised 3/17/2016) for information on our posting policy.

Please Do Not Use the Login Link at the Top of the Site.

In order to comment you must use an Insticator account. To register an account, enter your comment and click the post button. A dialog will then appear allowing you create your account.

We will be retiring our Crooks and Liars user account system in January, 2021.

Thank you.
C&L Team