Business

Gillette ad stirs debate [VIDEO]

'Toxic masculinity' hailed as brave, derided as politically correct

Reuters

Former San Francisco quarterback Colin Kaepernick appeared as a face of a Nike advertisement pictured on top of a building in San Francisco, Calif., this past September.
Reuters Former San Francisco quarterback Colin Kaepernick appeared as a face of a Nike advertisement pictured on top of a building in San Francisco, Calif., this past September.

Gillette made a risky bet with a new ad referring to the #MeToo movement and questions around “toxic masculinity.”

If the intention was to stir the debate, it succeeded. The ad drew immediate, impassioned reactions on social media — calls for boycott of Cincinnati-based parent company Procter & Gamble from men who said they were offended by “political correctness” and praise from people who called it brave to challenge gender norms.

It’s not the first big brand to take on hot, dividing issues. Nike also got criticized — and lauded — a few months ago with a campaign featuring the controversial football player-turned-activist Colin Kaepernick.

In the ad, razor maker Gillette draws on its old slogan “The Best a Man Can Get” to take a fresh look at what it means to be a man in today’s world.

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