Gillette has become the latest company to become embroiled in the debate over toxic masculinity following their latest TV advert.
The advert begins with Gillette referencing the Me Too movement, which hit its peak during 2018, before instructing men to stand up against other men.
Previous adverts have simply shown fathers teaching their sons to shave using Gillette’s products.
Not the company has seemed to take a political stance, which is not uncommon as the rise of ‘woke capitalism’ continues.
Firms such as Nike, Kleenex and now Gillette have seemingly taken the opportunity to profit from the social justice campaigns of today; by using the causes to associate their brands with a sympathetic tone.
The 30-second version of the ad has 10 times more dislikes on YouTube than it has likes currently.
However, many on Twitter have taken to the social media platform to offer their support for the ad and the message behind it.
This ad is amazing and made me cry. Bravo @Gillette for taking a stand. This is the kind of world I want my son to grow up in. To all the men offended by this… take a good hard look in the mirror pal and ask yourself why. https://t.co/Ytyi5R01Nr
— Melissa Fumero (@melissafumero) January 15, 2019
Whether you agree with the message morally or not, it’s plain to see that the ad has stirred up a lot of attention.
Giving your customer base a lecture about how you should behave is an interesting corporate strategy.
But, you know what they say, all publicity is good publicity, right?