With the recent #MeToo movement, sexual harassment and the overall way women are treated by men have been a consistent conversation.
Women have been saying that men need to change their ways for a while, but now the famous razor brand Gillette has stepped up to put in their two cents.
In the ad, which you can watch below, the brand challenges men all over to shave their pride and make the world a better place.
The result is extremely powerful.
For the last 30 years, Gillette’s tagline has been “The Best A Man Can Get.” But now they are disputing that, asking is this the best a man can get?
They want the next generation of men to not only rethink the way they treat women, but also to stop bullying each other. Because that counts as toxic masculinity.
The ad is called “We Believe,” and it starts out with news of the #MeToo movement breaking out.
The narrator steps in, challenging the listeners: “Is this the best a man can get? Is it? We can’t hide from it. It has gone on far too long. We can’t laugh it off, making the same old excuses.”
“Boys will be boys,” it repeats over and over again.
Gillette addresses that common phrase and tells us to stop using it.
As the commercial continues, it shows several different situations where men step in to tell their fellow men to stop mistreating women.
We see a father breaking up a fight between two little boys at a barbeque and a mother cradling her bullied son as texts from his bullies roll in. We see another dad fend off bullies from a little boy while his son watches, being a great influence. It also shows men breaking up their own fights and creating peace.
Parents are setting examples for their children, the next generation, in all of these different scenarios.
The ad then states, “Something finally changed, and there will be no going back.”
“Because the boys of today will be the men of tomorrow.”
If that’s not a powerful statement, we don’t know what is.
“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,” Gillette brand director Pankaj Bhalla told the Wall Street Journal.
“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. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”
We can definitely all be better, especially in today’s #MeToo world. We are beyond excited that Gillette is taking a step forward, challenging their loyal customers, and being a part of the conversation.
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