New Gillette Ad Calls Out ‘Toxic Masculinity’
It had to be said. It had to be said specifically to men. And P&G has now said it.
The ad, dubbed “We Believe,” opens with audio of news about the current #MeToo movement, bullying and “toxic masculinity.” A narrator then goes on to dispute the notion that “boys will be boys,” asking, “Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.”
For 30 years, Gillette has been saying “The Best A Man Can Get,” and now its saying its time to get better. The ad clearly encourages men to take positive actions, such as stopping other men, and the next generation, from harassing women, even ending with a direct callout to the impact on the next generation.
“This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,” said Pankaj Bhalla, Gillette brand director for North America in an emailed statement. “We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”
Procter & Gamble Co. is among the growing list of companies that has put their advertising to work promoting social issues such as gender equality, and polarizing political topics such as immigration and gun control. These social issues are incredibly relevant in their women targeted product campaigns “Like a Girl” for feminine-care brand Always and “Stress test” for deodorant brand Secret.
This is an incredibly refreshing ad that I have replayed multiple times. It’s asking the right question… “Is this the best a man can get?”
I encourage you to watch it and let us know what you think in the comments below.