This morning I stumbled across Gillette's new commercial called "We Believe", which has gone insanely viral. It's a response to the #MeToo movement and it asks men to "shave their toxic masculinity." It's filled with clips of men and boys misbehaving in ways that are no longer accepted. Bullying, mansplaining, and sexual harassment are starting to fade in our society but still have a presence and can be seen in this video. They then go back to those scenes and have men step in and change that behavior. SLOW. CLAP. GOLF. There's even a clip of Terry Crews testifying before the Senate saying "men need to hold other men accountable."It also re-frames Gillette's classic line, "The Best a Man Can Get" by asking, quote, "Is this the best a man can get? Is it? 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."
I LOVE this. Men get painted with a terrible brush, especially today. Not every man suffers from "toxic masculinity" and not every woman thinks every man is a monster. This shows that as a society it's up to us to BE THE CHANGE WE WANT TO SEE IN THE WORLD. Hats off to you, Gillette!
"It's only by challenging ourselves to do more
that we can get closer to our best."