The company's short ad film, titled 'Believe,' replaces their 30-year-old famous tagline 'The best a man can get' with 'The best men can be'
Gillette, one of the leading men’s grooming companies of the world, is facing major backlash and split opinion online for their latest advert which references bullying, the #MeToo movement and toxic masculinity.
After the launch of the ad on Gillette’s official YouTube channel on January 13 it has been watched more than 3 million times. The same video was also simultaneously released on their official Facebook page and was watched more than 1.5 million times. The company's short ad film, titled “Believe,” replaces their 30-year-old famous tagline "The best a man can get" with "The best men can be."
The company has declared it wants men to hold each other "accountable."
Some have praised the message behind the advertisement, which aims to update the company's slogan, but most netizens are claiming Gillette is "dead" to them.
A lot of them also asked Gillette, owned by Procter & Gamble (P&G), to post an apology video for their new campaign against toxic masculinity.
Even major public figures like Piers Morgan, renowned journalist and media personality, have said they will boycott Gillette because of the message of the new advert.
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.— Piers Morgan (@piersmorgan) January 14, 2019
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4
Piers took to Twitter and wrote: “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,” he added.
But the brand believes the new advert aligns with its slogan and says it believes in "the best in men."
Gillette President Gary Coombe recently told BBC: "By holding each other accountable, eliminating excuses for bad behaviour, and supporting a new generation working toward their personal 'best,' we can help create positive change that will matter for years to come."
The two-minute-long ad film was directed by Kim Gehrig from the UK-based agency Somesuch, who also directed the popular 2015 campaign for Sport England, “This Girl Can.”
Gillette also has partnered with the Building A Better Man project, which seeks to reduce violent behaviour in men, and The Boys and Girls Club of America, which helps young men develop better social and communication skills. The company will also be donating $1m each year for the next three years to US based charities aimed at supporting men.
The campaign follows the recent trend of other viral campaigns by major international brands that have dealt with social and political issues.
Previously, Nike, an American multinational sports accessories corporation, ran a viral campaign featuring NFL star Colin Kaepernick. The athlete drew criticism from Donald Trump for kneeling during the national anthem to protest against racism in US back in 2018.