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Gillette Released An Ad Addressing Toxic Masculinity And The #MeToo Movement

Emily Reily 15 Jan 2019

Gillette's powerful new ad telling men "there will be no going back," is stoking the fires of an already contentious debate about what has been termed "toxic masculinity."

Gillette Uses Its Slogan As Attempt To Mirror #MeToo

Gillette / YouTube

Gillette takes its company's longtime slogan "The Best A Man Can Get" and drops it on its ear. The commercial begins with audio of events in the #MeToo movement, with men facing themselves in the mirror. "Is this the best a man can get?" asks the narrator.

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Long-Standing Cultural Beliefs

Gillette / YouTube

The phrase "Boys will be boys" is repeated often in the commercial too. That's the excuse men might give to explain away when boys tease or fight with other boys.

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Men, As Well As Women, Have Been Violated

Gillette / YouTube

Actor Terry Crews, a sexual assault survivor and advocate, is shown in a public hearing saying, "men need to hold other men accountable."

"It's been going on far too long," says the narrator of the sexual harassment that takes place in offices, at restaurants, on the streets, in the doctors' office, etc.

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#MeToo A Force For Change

Gillette / YouTube

The video also shows positive things happening in the #MeToo movement, such as a dad telling his daughter that she's strong, and another guy calling out someone who wants to go after a woman (to ask her out supposedly, or something else.) Then a dad is shown breaking up a fight between two boys.

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What Do You Think?

Gillette / YouTube

Watch the ad and decide for yourself.

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Piers Chimes In

If the response online wasn't clear, Piers Morgan was present to make sure the outrage/wrong side was represented by its best talent.

It isn't about not being a man, it's about being better as a man in a modern time. Also, it is about selling razors.

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'Let Men Be Men'

Right-wing commentator Candace Owens also agreed with Morgan, sharing her own thoughts about "beta males," "Lena Dunham," and "women with hairy pits."

All over an ad for overpriced razors.

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An Overlooked Point

Speaking of overpriced, the overlooked portion of the Gillette ad are how women's razors are actually more expensive than the men's -- and they're essentially the same thing.

The razor is a razor and there are other options. Replacement blades already shouldn't be near $20, but women shouldn't have to pay more than men while you're blasting how men need to be better on TV.

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Minimal Effort

And with the people crying and whining and sharing the outrage over the ad, they all seem to be missing the big point. The ad is not asking you to change being a man. It isn't a radical push away from who you are as a general human male, it's a gentle push towards acting like a decent person.

People like Piers Morgan possibly see Sean Connery's comments about a little slap and go on a tangent about how James Bond is a man's man. That's a problem.

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