Gillette Campaign Championing Positive Masculinity Sends Internet Into Frenzy

Gillette Campaign Championing Positive Masculinity Sends Internet Into Frenzy
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A new campaign from razor brand Gillette which asks men to hold themselves and each other accountable for bad behaviour has sliced the internet in half.

From Grey and directed by Kim Gehrig the campaign was launched globally yesterday via the brand’s YouTube and Twitter.

The spot, titled ‘The Best Men Can Be’, falls back on a slogan it had used in previous campaigns, ‘Is this the best a man can get?’.

Already, criticism has been heaped on the spot, with everyone from journalists to media commentators voicing their opinion on the polarising campaign.

While professor Mark Ritson has slammed the campaign in an op-ed, claiming it “isn’t just a waste of ad budget but an expensive exercise in destroying its dominant market share.”

Adding the ad has a “preachy” tone.

Piers Morgan echoed Ritson’s sentiment in a tweet, claiming he would no longer use the brand.

While public figures are scrutinizing the ad, Twitter users are praising the bravery of the Gillette.

Although critics claim Gillette is simply latching onto a trending topic, the brand has vowed to donate $1m a year for three years to non-profit organisations with programs “designed to inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation”.

On the Gillette website, the brand wrote: “It’s time we acknowledge that brands, like ours, play a role in influencing culture.

“From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.

“In the ads we run, the images we publish to social media, the words we choose, and so much more.”

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