The Gillette brand has been at the forefront of the razor industry for over a century, and now the multi-billion dollar company has made a public service announcement in hopes of expanding their influence for the betterment of society.
In the 1:49 second commercial, the "We Believe" PSA makes a strong statement against sexual harassment inflicted by men, referencing the #MeToo movement as a monumental breakthrough amidst a fight for social justice and respect for all.
Throughout the commercial, various scenarios are played out to depict bullying, toxic masculinity, and sexual harassment, with a narration that questions old societal norms and challenges men to truly reach their full potential.
"Is this the best a man could get?... Is it?," the commercial opens up playing off their famous slogan, "it's been going on far too long, we can't laugh it off, making the same old excuses, like 'boys will be boys," as a line of men are seen endorsing that age-old adage behind a set of outdoor grills.
The commercial then transitions to say that then "something finally changed," referencing the #MeToo movement, "and there will be no going back, because we believe in the best in men, to say the right thing, to act the right way," before conceding that "some already are, in ways big and small, but some are not enough, because the boys watching today will be the men of tomorrow." At that point, scenarios are seen of men breaking up fights, standing up for women, and being responsible fathers.
The PSA then closes with a text that reads "It's only by challenging ourselves to do more, that we can get closer to our best," before adding that "we are taking action at thebestofmen.org, join us."
By no surprise, there has been a mixed reaction to Gillette's approach, with some critics believing it to be "feminist propaganda," while others suggest that those reactions prove why the ad is necessary in the first place.
"We expected debate," said Pankaj Bhalla, Gillette's North America brand director in a statement to CNN, "Actually a discussion is necessary. If we don't discuss and don't talk about it, I don't think real change will happen." He stated that he hopes men will be inspired to be better role models to their children, while adding that the company has more videos in the works lined up as part of a larger branding effort.
Source: YouTube
