Gillette sparks backlash with new ‘Modern Manhood’ advert

Gillette sparks backlash with new ‘#MeToo advert’

An image from the new Gillette advert shows the boss talking over the only woman in a boardroom.

Tuesday, January 15, 2019

A Gillette advert, which references the #MeToo movement, bullying and "toxic masculinity", has sparked criticism online.

The razor company’s new advert plays on their famous slogan “The best a man can get” and replaces it with “The best men can be”.  

The advert has been watched more than three million times on YouTube since being released on Sunday.

However, the video has over 280,000 dislikes and only 52,000 likes.

The advert asks “Is this the best a man can get?” before showing images of bullying and sexual harassment.

The video then goes on to ask men to call out “bad” behaviour in other men, as one scene shows a father at a barbecue breaking up a fight between two boys.



Broadcaster Piers Morgan described the advert as “man-hating”.

Writing on twitter, Morgan added: “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.”

Others shared tweets with some calling for men to boycott the company over the video.

Twitter user Ary said he had been using Gillette razors since he was 12-years-old but would no longer use them because of the advert. 

Another user wrote: "Gillette has lost a customer. I won't be told that me and my gender is a monster by someone who is selling their product to me."


'Believes in the best in men'


Watch: The Gillette 'the best men can be' advert. 

President of P&G Global Grooming Gary Coombe described the advert as showing that Gillette “believes in the best in men”.

“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,” he said.

“As the world’s largest marketer to men, we knew that joining the dialogue on ‘Modern Manhood’ would mean changing how we think about and portray men at every turn.”

He added: “For us, the decision to publicly assert our beliefs while celebrating men who are doing things right was an easy choice that makes a difference.”