An advertisement for the Gillette razor brand that supported the #MeToo movement and called on men to change their behaviour has triggered a heated controversy online.
The ad, which features images of harassment and brutality, urges men to end a culture of "toxic masculinity" and turns the brand's 30-year-old slogan into a question: "Is this the best a man can get?"
The broadcast of the ad, which was released Sunday and lasts just under two minutes, has earned the brand praise from those who see it as an example of brave communication.
But like the 15-month-old #MeToo movement, the message has also been criticised by men who felt insulted, some of whom have vowed to swear off the brand.
On YouTube, the ad was "disliked" far more than "liked".
Self-described conservative blogger Matt Walsh writing under the Twitter handle @MattWalshBlog took issue with several of the depictions of "toxic masculinity" in the ad.
He said: "The people who made that Gillette ad seem to think that the average man, unless instructed otherwise, will stand back and watch two children beat each other senseless without intervening. Have the folks at Gillette ever actually met a man before?"
Conservative actor James Woods tweeted: "So nice to see @Gillette jumping on the 'men are horrible' campaign permeating mainstream media and Hollywood entertainment. I for one will never use your product again."
But there have also been positive responses.
"I applaud @Gillette for this amazing, heart-felt ad addressing Toxic Masculinity. It's powerful and much needed. I plan on sharing it with my son," wrote actor Rainn Wilson on Twitter.
The Icelandic Ministry of Foreign Affairs also paid tribute in a tweet.
We believe in the best in men! #TheBestMenCanBe https://t.co/Nrvmn4lLnD
— MFA Iceland 🇮🇸 (@MFAIceland) January 15, 2019
Pankaj Bhalla, Gillette's brand director for North America, has pushed back against the criticism.
"This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own," Mr Bhalla said in a statement.
"We are taking a realistic look at what's happening today, and aiming to inspire change by acknowledging that the old saying 'Boys Will Be Boys' is not an excuse."
