The new place of gillettethat joins the #MeToo campaign and denounces sexist harassment of men, has unleashed the anger of the majority of consumers, who feel “criminalized”.
In the ad, titled “The best a man can be” (which replaces the famous slogan “The best in a man”), the American company specializing in razors and body products urges men to change their behavior and be more respectful of women, criticizing “toxic masculinity”.
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The video, which lasts just under two minutes, opens with references to the harassment and abuse denounced by #MeToo, and closes with positive elements, such as a man who prevents his friend from harassing a girl on the street.
The choice was considered brave by several people, but many men, the company’s main clients, did not like it.
I have been shaving since I was 12 years old, from the beginning I used Gillette because it was what my father used, now I will never use it again, and neither will my father, collectively I have been his clients for over 50 years never again #BoycottGillette #Gillette
—Ary (@ary31574363) January 15, 2019
Many have called for a boycott, and the director of the brand has also intervened in the controversy gillette for North America, Pankaj Bhalla: “Discussion is important and as a society that encourages men to do their best, we feel compelled to speak up and act on it. We have taken a realistic look at what is happening today and our goal is to inspire change.”
Within 72 hours, the YouTube video had over 10 million views. However, the likes are just over 200 thousand compared to more than 500 thousand ‘I don’t like’.
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