Gillette's toxic masculinity ad signals mainstream embrace of #MeToo
For decades Gillette has been selling razors using the slogan “the best a man can get”. This week the Procter & Gamble-owned brand has adopted “the best a man can be” as part of a marketing campaign meant to challenge toxic masculinity. Explicitly aligning itself with the # metoo movement , the message is that men have to change if we want to end sexual harassment, bullying and domestic violence. The campaign’s centrepiece, a 108-second “short film”, has divided opinion. Among those to declare their contempt for Gillette’s “virtue signalling” is the British television presenter Piers Morgan, who has labelled the advert “man-hating” and part of a “war on masculinity”. On the other side, those lauding Gillette include Glamour magazine contributor Helen Wilson-Beevers, who has praised the video as a “self-assured piece of advertising that Gillette should be proud of”. Read More Business Standard