Gillette #MeToo ad on ‘toxic masculinity’ gets praise – and abuse Backlash includes call for boycott of P&G, complaining commercial ‘emasculates men’
The advertisement shows men intervening to stop fights between boys and calling other men out when they say sexually inappropriate things to women in the streets.
“We believe in the best in men: To say the right thing, to act the right way. Some already are in ways big and small. But some is not enough. Because the boys watching today will be the men of tomorrow,” the voiceover says.
PR expert Mark Borkowski called the advert part of a “fantastically well-thought through campaign”, adding that it appealed to a younger generation that were very aware of the power of advertising and marketing on society.
“It is no longer enough for brands to simply sell a product, customers are demanding that they have a purpose – that they stand for something,” he said. “Masculinity is a huge part of Gillette’s brand, and there is a recognition in this ad that the new generation is reworking that concept of masculinity, and it is no longer the cliche is once was.”