In the wake of the #MeToo and Time’s Up movements, our collective consciousness is arguably shifting. Gender stereotypes are being placed under a microscope, and we’re increasingly thinking about the impact toxic masculinity has on both men and women.
It seems very timely, then, that Gillette would reinvent its classic tagline: 'The Best A Man Can Get' – which was launched 30 years ago.
The brand writes: "Turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity."
#TheBestMenCanBe is always evolving, but shaping the men of tomorrow starts with actions we take today. Join us at https://t.co/giHuGDEvlT. pic.twitter.com/jHb1fRX5Yr
— Gillette (@Gillette) January 14, 2019
Gillette appears to believe brands have a responsibility to do better, and says: "From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette." The result? This advert…
"Boys will be boys"? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe pic.twitter.com/hhBL1XjFVo
— Gillette (@Gillette) January 14, 2019
The ad challenges certain stereotypes of masculinity – like "boys will be boys" and men catcalling women on the street – and turns them on their head, showing how damaging and unacceptable they can be. The new tagline has been altered to: The Best Men Can Be.
Gillette is also pledging to donate $1 million per year for the next three years to US non-profit organisations "designed to inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation."
The advert is a powerful one, and the fact Gillette is making an effort to tackle the structures of masculinity, has resonated with many.
.@Gillette's new campaign thoughtfully and critically examines what "The Best a Man Can Get," the brand's iconic tagline, means today. A must watch. https://t.co/5WKmfferhl
— Arianna Huffington (@ariannahuff) January 15, 2019
However, not all of the reaction has been positive. For some, the advertisement rings a little hollow.
While the message itself might be designed to be powerful, some see it more as a way for a big conglomerate to cash in on a hot button topic.
Look @gillette, I know your heart is in the right place.
— John Noonan (@noonanjo) January 14, 2019
But there's a line.
And that line is where my razor blades start issuing me moral instruction.https://t.co/W5QbNIIKSS
The advert has stirred up quite a lot of controversy on social media, with some saying it’s sexist against men and claiming there’s no such thing as ‘toxic masculinity’.
At the time of writing, the YouTube video had been watched nearly 2.5 million times, garnering 25k ‘likes’ and 222k ‘dislikes’, along with calls to boycott the brand.
Lol when the comments under this show how big the problem is.
— Ashley Faith🦄 (@ashleyfaithYT) January 15, 2019
Ultimately, there are those who don’t really mind if it’s a shrewd marketing move or an effort to promote social justice – regardless of motive, it’s raising a timely message.
Once again, I'm very much okay with this shift in cultural standards.
— Mika McKinnon (@mikamckinnon) January 14, 2019
"Be a good human" is getting ever-more commercially viable. I'm down with a future where it's cool to be protective and proactive at making the world better. https://t.co/iYsGxBQ9QF
At the very least, there’s no doubt it’s got people talking and examining their attitudes towards masculinity – and surely that can only be a good thing.
