Division over controversial Gillette #MeToo ad
Razor manufacturer Gillette has sparked mixed reactions with its latest advert that addresses the #MeToo movement and toxic masculinity.
From sexual harassment to bullying, the advert features news footage and clips about the #MeToo movement, as well as the behavioural patterns of boys who are forced to conform to society's standard of masculinity.
The advert also demonstrates sexual harassment and misogyny in the boardroom, in television shows and in music videos.
"We can't hide from it. It's been going on far too long, we can't laugh it off," is one of the narrated lines in the commercial. This while a man tries to grope a woman and another man undermines a woman in a boardroom.
The advert not only addresses sexual harassment and the mistreatment of women, it also addresses the issue of toxic masculinity under the banner of "Boys will be boys," as two boys wrestle each other to the ground.
Gillette tries to paint a positive image of men that hold each other accountable for perpetuating sexism and misogyny.
The advert received much applause on social media as it trended on Tuesday, January 15. However, not everyone was impressed, with TV personality Piers Morgan describing it as a "pathetic assault on masculinity".
I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.— Piers Morgan (@piersmorgan) January 14, 2019
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4
the “men” throwing tantrums in the new commercial for gillette is hilarious; you can clearly see how this country, this world, needs to continue promoting stuff like that in order for cishets acting like they do; the funny part is that they think it’s an attack on men lol— sharon ;; pinned pls (@bangtanstl) January 16, 2019
@Gillette Ad is asking men to be sensitive to other people’s feelings. Now a bunch of men are claiming they’re under attack and their feelings are hurt. Mission accomplished @Gillette 🤣 👍🏼 #SoSensitive #GilletteAd #GilletteFAIL #gilletteboycott pic.twitter.com/maQAdrh3jU— Mario Gonzalez (@MarioGnzlz) January 16, 2019
I use electric razors so I literally have ZERO use for Gillette razors but I’m about to go to Costco and buy the biggest box of Gillette razors because this needs all the support in the world. Make 2019 the year we end overcompensatingly fragile male egos. #TheBestMenCanBe https://t.co/yJEAiTJN4F— Aryan Shal (@AryanShal) January 16, 2019