Gillette's 'We Believe' ad receives mixed feedback

NEWSWATCH: In response to the #MeToo movement, Gillette has released an ad called 'We Believe' that plays on its 30-year old tagline, 'Best a Man Can Get' as a call for men to hold each other accountable and to lead a better example for the 'men of tomorrow' to help put an end to 'toxic masculinity', such as bullying, sexism and sexual harassment.

The Procter & Gamble company has received much backlash on social media, following its tweet on Monday, 14 January:

Many have threatened to boycott the brand and are accusing it of insulting its own user base.
However, the response has been mixed, as the ad has also received some positive feedback.
According to the Daily Mail, the majority of those who spoke out against the ad are men’s rights activists and some took issue with the fact that the shaving brand's ad was directed by a 'feminist' woman.

Pankaj Bhalla, Gillette’s brand director for North America, said in a statement that the company felt “compelled” to address “an important conversation”.

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.
Gary Coombe, president of Proctor & Gamble’s global grooming business, added that the company hopes to help “deliver positive change that will matter for years to come”.

“We knew that joining the dialogue on ‘modern manhood’ would mean changing how we think about and portray men at every turn.”

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