Gillette’s “The Best a Man Can Be” ad debuted Monday, and by Tuesday it was a viral sensation. As noted by SandraRose, the company “challenges the oft used phrase “boys will be boys” that excuses rowdy behavior or rough play that are instinctive to the male species.”
Proctor & Gamble urges men to check their behavior by asking “Is this the best a man can get? Is it?”
In the ad, the narrator says: “We can’t hide from [toxic masculinity]. It has been going on far too long. We can’t laugh it off, making the same old excuses.”
Men (mostly white) are calling for a boycott of Gillette over what they see as an attack on their manhood and their race.
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— Gillette (@Gillette) January 14, 2019
In the commercial, 43 men and boys are shown exhibiting “undesirable” masculine behavior with women and girls. Among the 43 males, 42 are white and only 1 is Black.
7 males are seen exhibiting “desirable” behavior, such as breaking up fights and interrupting men who lust after women. Of the 7 desirables, four are Black males and only 2 are white.
While many are praising the commercial for its “brilliant” message, others complained that the ad is part of the “pussification of America,” and that the company is “hell bent on destroying males.” Piers Morgan tweeted that Gillette is “eager to fuel the current global assault on masculinity.”
The negative tweets and comments in response to the Gillette ad highlight the problem the ad address in the first place; society excusing poor behavior, objectification, and assault of women and children.
One Twitter user wrote: “If you have a problem with this
#Gillette ad, it was definitely made for you”
The company posted the ad on Twitter along with the caption: “Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at TheBestMenCanBe.org .