“The Best Men Can Be” is the slogan for the new ad that the well-known shaving brand, Gillette, has launched. The ad challenges bullying, sexism, and sexual harassment while attempting to put an end to “toxic masculinity” in the wake of the Me Too Movement.
For the past 30 years, Gillette’s tagline has been “The Best A Man Can Get” and now looking to change their influence on male masculinity with their new slogan and asking “Is This the Best A Man Can Get?” The marketing campaign targets their male audience and hopes to influence men to do better and create a new standard for young boys to follow.
The commercial focuses on the different ways the mistreatment of women has been normalized and what men can do to change the social norms and hold each other accountable. Bullying was also featured in the ad with chants of the phrase “boys will be boys” as Gillette is also standing against it. “Because the boys of today will be the boys of tomorrow” is the concluding focus of the ad and the message has resonated.
Already, Gillette is being praised for acknowledging their influence on men’s behavior and how to nurture more positivity towards it while also being criticized for their take on the issue of toxic masculinity.