Recently, Gillette released a new advertisement unveiling their new slogan, “The Best Men Can Be.” Thirty years ago, they launched their original tagline, “The Best A Man Can Get;” however, in a statement the company acknowledged that it and other companies have a role in influencing culture. They stated that “…as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.”
The new advertisement tackles this responsibility by addressing issues of toxic masculinity including bullying and homophobia, mansplaining and catcalling, as well as sexual assault in the #MeToo era. The goal of the ad was to challenge stereotypes and redefine what exactly it means to be a man in today’s society. It’s a call to action for men to start holding other men accountable for their actions and it’s saying no to the outdated statement “boys will be boys” which simply no longer has a place in our positively changing society.
However, not everyone is so happy with Gillette’s choice of advertising. The company’s ad has been met with a great deal of backlash from customers on social media. Many people have taken to Twitter and Facebook sharing their criticism and threats of boycotting the company and their products.
And as of the creation of this article, there were far more dislikes on the ad’s YouTube video than likes. The comment section on the video is just as disappointing, with many negatively charged comments directed at how the company is “making men into women” by what many see as a devaluation of masculinity as a whole.
Related: Toxic Masculinity: What It Is And Why It Needs To Be Addressed
Whether it be a refusal to acknowledge their own toxic masculinity or blatant ignorance of the toxicity of another; put quite simply, these people are missing Gillette’s point. Gillette is not in any manner anti-male, it is the opposite in every respect. The company’s new goals, evident in its ad, is to create a healthier world for boys to grow up in because as the company states “the boys of today are the men of tomorrow.”
Part of making that goal happen is holding men accountable for their actions as well as tearing down stereotypes; however, Gillette took it a step farther. Over the next three years, the company will allocate one million dollars a year to “non-profit organizations executing the most interesting and impactful programs designed to help men of all ages achieve their personal best,” according to their website. Its first donation will be to The Boys and Girls Club of America which has more than four thousand three hundred clubs across the country that provide young boys and girls with the social and emotional skills that will set them up for success.
This is a company using their platform for good and frankly, if you were offended by the ad, you’re likely part of the problem. If you don’t like it, change it. Change yourself. We all have a responsibility to challenge the toxic nature of those around us and Gillette is encouraging everyone to take that first step in doing so. Let’s all be the best we can be.