By Jennifer De La Torre

The shaving brand Gillette has launched a new ad campaign, titled “Toxic Masculinity”, in response to the “Me Too” movement. The video urges men to hold each other to a higher standard – to be the best man they can be – and to step up when they see other men acting inappropriately towards women.  The commercial addresses issues such as bullying and anti-gay prejudice, sexual assault, mansplaining, and catcalling.

The video has received intense criticism on social media with many men calling for a boycott of the brand. Those who have expressed negative reactions to the spot seem to feel that the brand is pointing to the most negative stereotypes of men in an accusatory fashion. However, in a statement, Gillette said that it has a responsibility to ensure it is “promoting positive, attainable, inclusive and healthy versions of what it means to be a man.”

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