By Laura Giroux
Is this the best a man can get? Gillette’s new advertisement plays on their slogan by proposing this question to their audience, but they are no longer referring to the best shave a man can get. Rather, Gillette is urging men to reflect on their behaviour to ensure that they are being the best man they can be.
Procter & Gamble’s brand Gillette has released a new commercial, titled “We Believe: The Best Men Can Be,” rebuking the “boys will be boys” attitude in response to issues such as sexual harassment, bullying, and violence, while urging men to be the best version of themselves. The advertisement condemns both toxic masculinity and the promotion of stereotypically aggressive “manly” traits, and encourages a healthier version of masculinity in which men seek to behave kindly, defend others from abuse, and act as positive role models for young boys.
The advertisement contains portrayals of young men bullying others and older men behaving in misogynous ways before showing a group of men chanting the popular excuse for aggressive behaviour: “boys will be boys.” The tone of the commercial then shifts as news reports of the #MeToo movement can be heard while the narrator makes the powerful statement “we believe in the best in men.” The negative images are replaced with men engaging in positive actions, such as defending women who are being harassed and intervening in bullying and violent behaviour.
Gillette has received an astounding amount of harsh criticism in response to their advertisement. With over 1.2 million “dislikes” on YouTube, the new commercial is irrefutably controversial. Some are offended by the barbaric portrayal of men in the opening scenes of the video, while others are concerned that Gillette is using serious matters such as misogyny, bullying, and the #MeToo movement for the purpose of gaining popularity. Some men even perceive the commercial as a personal attack on their character and are threatening to boycott Gillette in response to the supposed chastisement of their masculinity in the video.
But Gillette is surely not implying that there is an issue with being masculine. Nor are they assuming that all, or even most, men are prone to acting in abhorrent ways. It is not an assault on masculinity, nor does it imply that men are the only perpetrators of violence. Gillette is merely urging us to cease using the phrase “boys will be boys” to excuse immoral behaviour such as sexual harassment and bullying. The suggestion that men should reflect upon their own behaviour, or the behaviour of other men, in order to foster kinder relationships with others is not an attack on masculinity. Gillette is not condemning men; they are calling out those who use masculinity as an excuse for inappropriate behaviour.
Whether Gillette constructed this advertisement due to genuine concern about the pervasiveness of toxic masculinity or is simply using the provocative issue to gain publicity has been a much-debated topic. Either way, their intentions do not negate their message—a message which challenges men to reflect on their attitudes and behaviour toward others while performing their daily ritual of shaving. The commercial’s goal of inspiring men to reject toxic masculinity and instead strive to act as positive role models for the men of the future represents a cultural shift toward a less aggressive and more inclusive society. Despite the controversy and criticism that this advertisement has ignited, it is undeniable that Gillette has succeeded in spreading an important message in a powerful and unforgettable way.
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