Gillette Takes On ‘Toxic Masculinity’ In Viral Me Too Ad

Razor company Gillette has a question for men in the age of Me Too: “Is this the best a man can get?”

Gillette’s advertising clip, which has gone viral since it debuted on Monday, turns the company’s 30-year-old ad tagline into a challenge for males to do better and be better as the nation reckons with the treatment of women at home, at work and on the street.

Gillette said in a statement that the point of the nearly two-minute ad titled “We Believe” is to address “actions commonly associated with ‘toxic masculinity,’” which also includes bullying and eliminating the “boys will be boys” excuse for unacceptable behavior.

“Gillette believes in the best in men,” said Gary Coombe, president of Procter & Gamble Co.‘s global grooming division, which owns the razor company. “By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”