If you were fortunate enough to have someone who made you feel more confident or provided helpful advice during meaningful moments in your life, then you understand the importance of having a positive role model. The commercial continues to be referenced in discussions about brand activism, cancel culture, and whether companies should take social or political stances in their advertising. While Gillette later reported mixed financial results, experts note that the controversy significantly increased brand awareness and engagement. Supporters praised the commercial for addressing real social issues and using the brand’s platform to promote positive change and responsibility among men. Some viewers felt the ad unfairly portrayed men as inherently problematic or “toxic.” Others believed it was overly political or moralizing, leading to calls for boycotts of the brand.
I also think if you want to be a UFC fighter, that’s fine too.” “I think there’s this backlash against being traditionally masculine, as well. Some people vowed to never use Gillette products again, while others praised the company for addressing important issues.
The powerful commercial showed boys of different ages standing up against sexual harassment, bullying and more in the wake of the #MeToo movement. He is also the writer/editor of The Randy Report (GLAAD Media Award nominee for Outstanding Blog), which covers the daily news cycle regarding politics, pop culture, and entertainment news of interest to the LGBT… AdAge notes that Gillette’s new messaging joins other men’s personal care products, like Just For Men and Unilever’s Axe, that now aim for “an evolved outlook on masculinity.”
Conservative commentators like Candace Owens called it “cultural Marxism”. The comments section was flooded with negative remarks, rage and threats of boycott. When it comes to the negative reaction, it can be commented to be somewhat swift as well as fierce. The main content at hand was a 1-minute, 48-second film that would become one of the most-watched and analysed advertisements in history. Instead, viewers saw moments of men being accountable, like men stepping in to stop harassment, fathers guiding their sons toward kindness and respect.
Others remarked that the intensity of the backlash revealed the necessity for a wider acknowledgement of the damage done to men and women by toxic masculinity. Consumers don’t, therefore, have much reason to believe that the message being advanced by companies is anything more than pure manipulative rhetoric. “Our tagline needs to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve,” the statement read. A new “short film” by razor company Gillette has called for men to be the best they can be, sparking a significant backlash. If we don’t discuss and don’t talk about it, I don’t think real change will happen.” He also clarified that the video “is not about toxic masculinity. The ad film and campaign helped realize that consumers support brands that take stands on important issues.
It seems they were aware that backlash would be inevitable.
By playing off of its long-time, well-known slogan Gillette cleverly grabs attention and gets its audience thinking. Bottled-up emotion can lead to a variety of personal and societal issues and by encouraging emotional intelligence in men, the ad campaign works to put the brand’s values into action. Not only does the social good of the ad give it power, so does the controversy and conversations it has started. However, this controversy only helped the campaign, as it began to circulate on news networks and social media sites, garnering attention well beyond its ad spend. “For more than 120 years, Gillette has been helping men look, feel, and be their best at every age and life stage.” But with this ad campaign, Gillette looks to dig deeper than their “the best a man can get” slogan.
Some labeled the ad “pro-feminine,” alleging it mocked traditional manhood. Gillette, via images and narration, attempted to challenge and redefine masculinity for today, emphasizing social responsibility and awareness. While many lauded Gillette for taking a stance, others reacted strongly, igniting debate on masculinity and corporate social responsibility. The campaign marked a daring move by iconic shaving brand Gillette to address social issues like toxic masculinity, bullying, and harassment.
His apparent displeasure with the ad seemed genuine, though his commitment to clogging his toilet was questionable. The spot’s voice-over concludes by reminding viewers that their actions matter, as they set examples for the next generation. On Monday, Gillette, a men’s shaving brand, released a new commercial and social-responsibility initiative, drawing online feedback. These are merely the fundamentals. Can’t we all agree that cat-calling, public groping, and fighting others over perceived gayness is off-limits in 2019?
It was a reminder that when brands dare to challenge norms, they can inspire real-world change and strengthen audience connections. Gillette’s “The Best Men Can Be” campaign wasn’t just about razor sales—it was about redefining what the brand stands for in an era of accountability and empathy. It demonstrated that consumers now expect brands to stand for something, not just sell products. The short film went viral, amassing tens of millions of views and a deluge of praise and backlash. Gillette launched the campaign with a powerful short film that turned its decades-old slogan on its head. In 2019, century-old grooming brand Gillette, known for its iconic tagline, ventured into modern social discourse.
The Gillette advert has sparked intense social media criticism, with many calling for a boycott, complaining it’s ‘insulting’ and ’emasculates men’. Amazing how many people are threatened by a razor commercial that says ‘be nice’ I don’t see any problem with having an ad that suggests we should expect more from the men out there who aren’t living up to that standard. I was raised to strive for improvement, respect women, and understand our equality.
As society became increasingly aware of toxic masculinity’s negative consequences, sparked by movements like #MeToo, demand for change grew. The campaign’s launch signified Gillette’s commitment to engaging consumers on a deeper, more meaningful level. Instead, “The Best Men Can Be” sought to address pressing social issues, including toxic masculinity, bullying, and harassment, through storytelling and thought-provoking messaging. The company aimed to transcend its traditional role as a grooming product purveyor, positioning itself as a socially responsible entity with a broader purpose.
Over the decades, Gillette expanded its product line to include shaving creams, aftershaves, and other grooming essentials, solidifying its market leadership. Founded in 1901 by King C. Gillette, the company revolutionized shaving with the safety razor, offering men a safer, more convenient alternative to straight razors. It also signaled a shift in how brands engage with social issues, with more companies taking stances on topics like gender equality and inclusion. Despite controversy, the campaign succeeded in sparking broader conversation on masculinity and men’s role in promoting positive behavior and change. The ad then transitions to scenes showcasing positive behaviors, like men intervening to stop harassment, teaching boys respect, and promoting positive role models. Regardless of the reason for the backlash, it’s clear this approach to cognitive shift has sparked debate and drawn attention to the brand!
