Gilette, Threatened To Lose Customers Over Controversial “We Believe” Ad

Source: Screenshot from Youtube

“Bullying. Harassment. Is this the best a man can get? It’s only by challenging ourselves to do more, that we can get closer to our best. To say the right thing, to act the right way.” This is the topic of the newest commercial of Gilette, who is recognized for men’s shaving products. While the company used the same tagline its been known for the past 30 years – “The best a man can get,” it doesn’t focus on different razors, or shaving, but social issues similar to the #MeToo movement.


Source: https://cdn.newsapi.com.au/

Since the video was officially released last January 13, 2018 on YouTube, it has received over one million dislikes as compared to 657,000 likes. This ad has created a controversy which got Gilette’s user base angry and confused, while many are questioning if its marketing strategy of ‘mainstream radicalized feminism’ has gone overboard. The commercial has caused a controversial divide between it’s viewers and some public personas even used Twitter to share their contempt. Celebrities threatened that they would boycott the company, and Piers Morgan has accused them of feeding the current pathetic global assault on masculinity.


Source: https://www.fempositive.com/

Gillette’s North America brand director, Pankaj Bhalla expressed to the media that “Actually a discussion is necessary. If we don’t talk about it, I don’t think real change will happen.” While the ad features scenes of catcalling, bullying and patronizing superiority; Bhalla hopes that this video will inspire men and young boys to realize that they can be better than this. The commercial says, “we believe: the best men can be.” The majority of the video shows different scenes of men being better and acting like heroes. Rather than condemning the generalization of men with “toxic masculinity,” what Gilette is trying to do is putting a message across that men can be their best selves, and this is certainly a possibility.

Here is the official YouTube video from Gilette.

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Source: Gillette

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