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Piers Morgan launches furious rant at 'anti-masculinity' Gillette advert


Good Morning Britain host Piers Morgan has launched a passionate assault on a new Gillette advert, which aims to tackle toxic masculinity.

Launched yesterday, the advert asks its male customers “Is this the best a man can get?”, before showing examples of men behaving badly.

The ad shows men talking over women in the boardroom, boys fighting as their dads watch on and men wolf-whistling at women.

It then shows good examples of behaviour, with men helping each other, stopping bullying and preventing their friends from harassing women.

Morgan was incensed by the ad, claiming it portrayed men as ‘evil’ and that if a similar advert had been made for women “all hell would break loose”.

“What Gillette is now saying, everything we told you to be, men, for the last 30 years is evil. Now you’re all evil people, you’re all toxic with your masculinity,” he began.

“Basically most men are pretty awful people. We’re overly masculine. Horrible little bullies, sexual harassers and we have to be saved from ourselves, we’re all dreadful people.

Piers Morgan says all hell would break loose if a similar advert targeted women
Piers Morgan says all hell would break loose if a similar advert targeted women

“If we did this to women. If I did a commercial tomorrow that showed the worst of women, all hell would break loose.

“I think it’s repulsive…the implication we all have something to apologise for? Shut up Gillette.

“You spent the last 30 years telling us to be masculine. “There is nothing wrong with being masculine, now you want us to feel sorry and apologetic. Sorry, no, I’m not going to.”

Later in the programme, Morgan and co-host Susanna Reid debated the ad with two guests.

Harriet Minter argued that the advert showed the best side of men, stating: “It showed men at their very best. It showed men sticking up for each other, it showed men looking after people weaker than them.”

However, Peter Lloyd had an opposing view and argued that he’d love to see a similar advert targeted at women, saying: “I could write the treatment for that advert. You could teach women not to make false rape allegations, not to commit paternity fraud, not to deny fathers their rights to their children after a divorce.”

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