Gillette — the best a man can get — is famous for their razors. And for putting as many blades as they possibly can in said razors.
This week, the company’s become famous for another reason: their latest ad campaign — titled “The best a man can be” — which calls out some of the worst traits of masculinity, including catcalling and sexual assault, and referencing the Me Too movement.
And you believe, the ad’s attracted controversy. Because not all men … is the sentiment most online comments seem to be echoing. If you look at the all-important YouTube metrics, the video has amassed more than 13 million views in three days, and has 326,000 likes, compared to more than 700,000 dislikes on the platform. Though those numbers are also part of the controversy. Commenters are accusing the brand of deleting dislikes, as well as deleting negative comments below the video.
Prominent defenders of men are speaking out against the ad, saying they won’t be lectured to. Prominent British man-defender Piers Morgan wrote a column calling the ad the “worst attack on men this week,” saying Gillette’s commercials, apparently until now, “have unashamedly celebrated men and masculinity. You watch them and feel good about being male.” Prominent advocate of boys cleaning their rooms, Jordan Peterson, also called for a boycott of Gillette’s parent company.
What some people are seeing as a brand using its huge platform to spread a positive message, others are interpreting as a vicious attack on an entire gender.
So here it: the version of the ad that manly, angry, extremely online men apparently saw, sending them into conniptions.