Advertisement

Gillette faces backlash over #MeToo inspired advert

Gillette is facing boycott threats over a new advert inspired by the #MeToo movement which encourages men to end "toxic masculinity".

The razor company's short film, called Believe, asks "Is this the best a man can get?" - a play on its famous slogan - and shows images of bullying, sexual harassment and aggressive male behaviour.

After featuring clips of news coverage of sexual harassment cases, the advert then highlights examples of men stepping into stop others behaving inappropriately.

It has prompted fierce criticism online, with some viewers accusing Gillette of branding men "evil" and calling for a boycott of the firm's products.

The advert has been viewed more than three million times on YouTube since being posted on Sunday, attracting more than 275,000 dislikes and 48,000 likes.

Good Morning Britain host Piers Morgan tweeted: "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."

Another viewer wrote: "Hey Gillette, perhaps don't make an advert that calls your target audience evil."

Meanwhile, one person added: "Time (Frankfurt: A11312 - news) to realise 250,000 people don't want to be told how to act by their razor manufacturer."

Other viewers have praised Gillette - which is owned by Procter & Gamble (Swiss: PG-USD.SW - news) - for highlighting problems with sexual harassment and bullying.

Other high-profile figures have poked fun at the controversy.

Comedian Ricky Gervais joked: "I'm never shaving my legs again," before adding: "Stop getting angry at advertisers. That's exactly what they want."

In a statement explaining its advertising campaign, Gillette said many men "find themselves at a crossroads, caught between the past and a new era of masculinity".

The company added it has a "responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man".

"From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette," it said.

The advert was reportedly directed by Kim Gehrig from the UK-based agency Somesuch, who also directed the 2015 campaign for Sport England, This Girl Can.