Love it or hate it – Gillette’s got people talking about their latest ad – a short film with barely a razor in sight.
Within a day of its release on Tuesday (Jan 15), the ad’s already garnered 17.1 million views on Twitter, 9.6 million views on YouTube and another 90,000 views on Instagram.
What made it go viral?
With the video, the personal care brand has taken a stance against ‘toxic masculinity’ – where traditional expectations of men are seen to be damaging – and have launched a new campaign titled “The best a man can be”.
Playing on its 30-year-old tagline “The best men can get,” Gillette has said it will challenge the stereotypes and expectations of what it means to be a man.
https://www.youtube.com/watch?v=koPmuEyP3a0
In the video, various men are seen stepping forward and putting a stop to bullying, sexual harassment, and fighting – behaviours that might have been excused as ‘boys being boys’ in the past.
Following the popularity of the video, Gillette said in a tweet: “We hope to inspire men to be their best, and we are starting with our own actions. This includes how we portray men in marketing.”
The reactions from netizens, however, were polarising.
Many people commended Gillette for starting a discussion on an important topic, and showing that men, with their actions, can set good examples for the next generation.
My brother just shared this with me. I am so proud
— Melody Chadamoyo – The Love Expert (@MelodyChadamoyo) January 15, 2019
https://twitter.com/FMGhost09/status/1085398399610961920
If you found this offensive, you're probably the problem pic.twitter.com/8rkgHYTUGv
— Stimmy Jimmy (@PSFourloco) January 16, 2019
Meanwhile, others saw the ad as a criticism of all men and threatened to boycott the brand. Thus, the hashtag #BoycottGillette was born.
https://twitter.com/phil_sayles/status/1085176889998786560
https://twitter.com/Btswyers/status/1085181411525619712
The messaging of the ad also appears to be lost on some people.
Photo: YouTube screengrabs
While some angry men (and women) are ranting online about how the ad promotes misandry, or discrimination against men, a Twitter user shed some light on what the video is really about.
https://twitter.com/jeongsmila/status/1085209338451439617
No matter what your opinion of the ad may be, we must say we’re tickled by this tweet. What a troll.
THIS IS ABSOLUTE BULLSHIT IM A MAN AND I WILL NEVER SHAVE WITH A GILETTE RAZOR I WILL GET A MACHETE TO SHAVE MY WHOLE BODY AND PUBES BECAUSE THATS WHAT REAL MEN DO AND I WANT A WALL AND THEM I WILL SHAVE THE WALL BECAUSE IM A MAGA MAN SILKY SMOOTH MAN.
— Tony Posnanski (@tonyposnanski) January 15, 2019
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