Gillette’s new ad addresses ‘toxic masculinity’

Guys, the people who make your razors and shaving cream are taking on the #MeToo movement.

Gillette has released a new ad where it ponders the classic slogan “The best a man can get” and shows images of bullying, sexual harassment, and news clips of #MeToo stories. Half-way through, a group of manly men stand over a line of grills and the narration says “Boys will be boys,” but “something finally changed and there will be no going back.”

The ad encourages men to stand up to other men who aren’t acting appropriately: “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 company has set up a site to counter “toxic masculinity” and will be donating to organizations that “support men of positive action everywhere.” Their first partner in the new campaign is the Boys and Girls Club of America.

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