People are trashing their razors to protest Gillette's ad about toxic masculinity
- Angry consumers are boycotting Gillette over its new ad.
- On Monday, Gillette released a new commercial called "We Believe," showing men and boys bullying each other and engaging in sexual harassment. The #MeToo-inspired commercial encourages men to "say the right thing" and "act the right way."
- Some customers are now throwing away their razors in protest and posting about it on social media.
Gillette is facing a lot of backlash over its new ad.
The Procter & Gamble-owned brand released a new commercial called "We Believe" on Monday.
The ad is meant to confront American culture, showing men and boys bullying each other and engaging in sexual harassment. Narration then encourages them to "say the right thing" and "act the right way."
It continues over scenes of men changing their actions:
"We can't hide from it. It has been going on far too long. We can't laugh it off. Making the same old excuses. But something finally changed. And there will be no going back. Because we ... We believe in the best in men. To say the right thing. To act the right way. Some already are, in ways big and small. But some is not enough. Because the boys watching today will be the men of tomorrow."
While some have praised the ad, it has caused an uproar among others. Some have taken to social media to say they are now boycotting the brand and have posted photos and videos of themselves discarding Gillette razors in protest:
But Gillette also has its supporters:
In a statement to the press, Gary Coombe, the president of Procter & Gamble's global grooming business, said: "Gillette believes in the best in men - that by holding each other accountable, eliminating excuses for bad behaviour, and supporting a new generation working toward their personal 'best,' we can deliver positive change that will matter for years to come."
Watch the full commercial here:
Receive a single WhatsApp every morning with all our latest news: click here.
Also from Business Insider South Africa:
- We visited a new high-tech, R300-a-visit clinic – and it’s a great way to get a quick sick note
- Your ‘10-year-challenge’ photos may one day help SA catch criminals – here's how
- Discovery Vitality is starting to demand that you tag out of gyms as well as into them – to stop fake, no-exercise visits
- South African gamers are flocking to this R7 million premium gaming lounge – where Fortnite parties are all the rage
- Watch: A robot beats a human in table tennis