Gillette’s New Ad Campaign Questions “The Best a Man Can Get” in the #MeToo Era
Gillette, the Procter & Gable-owned razor company, released their new ad to reexamine their own slogan of what qualities attributes to “The Best a Man Can Get” in the modern society. The commercial addresses that bullying, harassing and mistreating women and peers should no longer get a “boys will be boys” pass. Tagging along in the #MeToo movement, Gillette turns its slogan into a question by asking: “Is this the best that we, as men, can be?”
The 90 second spot shines light on the subtle ways in which discrimination is embedded in the American culture that one may not actually recognize instantly. The commercial touches on a series of issues tied to sexual misconduct, bullying, and overall negative actions from boys and men. By showing scenes of men doing the right thing, like calling off men who catcall women, father ending kids fighting with other boys to discourage violence and aggression, the company has made people pause and take note.
Mixed reactions are in the bag as some men prefer not to associate their razor with politics and dislike how the ad generalizes men’s behavior as “toxic masculinity”. On the other hand, many argue that this message is much needed as it is time that men stopped excusing bad behavior, re-think, and take action by being the role models boys can look up to when they grow up to become respectful men. It’s up to men to change their behavior “because the boys of today will be the men of tomorrow” Gillette’s ad concludes.
What is so powerful about Gillette’s new commercial is that by initiating this dialogue from a men’s perspective, the company is encouraging fellow men to be the best they can, reminding them to hold themselves to a higher standard. “Gillette believes in the best in men,” said Gary Coombe, president, P&G Global Grooming, in a statement. “By holding each other accountable, eliminating excuses for bad behavior and supporting a new generation working toward their personal ‘best’, we can help create positive change that will matter for years to come”.
The Gillette ad is a great example of how a brand can align themselves with progressive social causes to elevate their corporate social responsibility to appeal to younger audiences like Millennials and Gen Z. By taking an active stance in society’s crucial conversations, the razor company is boosting their reputation to end male toxicity and promote qualities that form the “Modern Manhood”.
The company will also be donating $1 million per year over the next three years to different non-profit organizations in the U.S., starting with The Boys & Girls Club of America in 2019. To learn more about Gillette’s efforts in bringing change to the #MeToo culture, go check out www.thebestmencanbe.org