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Gillette tackles toxic masculinity in new ad campaign

Gillette2Thirty years on from the launch of the infamous tagline, The Best A Man Can Get, Gillette is using its global brand power to influence and encourage men to be their best.

On Monday, the iconic razor brand released a new ad addressing the #MeToo movement and toxic masculinity. The almost two-minute ad depicts situations of bullying and harassment and asks, “Is this the best a man can get?”

The company addressed the new campaign on its website saying that today, “it’s easy to believe that men are not at their best”.

Gillette said it’s time to acknowledge that brands play a role in influencing culture.

“As a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man,” the company said on its website.

“With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.”

Gillette said that it pledges to “actively challenge the stereotypes and expectations of what it means to be a man” everywhere that the brand can be seen.

As part of The Best Men Can Be campaign, Gillette is donating $1 million per year for the next three years to non-profit organizations designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation.

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