Gillette's latest ad against 'toxic masculinity' angers men; continues to gather 'dislikes'

"Is this the best a man can get?" asks the new Gillette ad, tweaking its decades-old tagline—The Best A Man Can Get. The latest 1.49-minute ad from the company tries to throw light on the rampant culture of bullying, voyeurism and sexual harassment with a call to address the issue of toxic masculinity.

The ad, which has gone viral with over three million views, brings together various reports of #MeToo, how movies and TV shows have been making sexual harassment merely a subject of jokes, and patronising a norm, and shows how everyone keeps giving the same old excuse of 'boys will be boys'. The ad goes on to show how the #MeToo moment has taken over the narrative to establish that sexual harassment will no longer be tolerated, and conveys the the need to instill the value of respect for each other in kids because "the boys watching today will be the men of tomorrow."

The ad video, titled 'We Believe', was created by the ad agency Grey and directed by Kim Gehrig.

However, the ad has not gone down well with many with some calling it a "feminist propaganda". There were those who took objection to the ad because it was directed by a woman. The ad received over 3,33,000 dislikes against 60,000 likes, with the number of dislikes continuing to go up.