By now you’ve probably seen the “We Believe” ad Gillette launched January 14. If not, please take 48 seconds and watch it HERE.
The ad, with at least 20 million views so far, encourages men to hold other men accountable against behavior caused by “toxic masculinity” such as sexual harassment, bullying, and disrespect for others, especially women. About 1.5 million have rated the ad at YouTube. And almost two-thirds of those comments were negative.
“RIP Gillette,” one man wrote. “You were my go-to brand, but now I’m never buying any of your products again. Not a good way to appeal to men by calling us all creepy perverts.”
And women objected too. One wrote, “Despite this ad and the climate we live in, women will always pick the Jerk over the Nice Guy.”
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