An advertisement for Gillette's razors and other products isn't leading people to talk about razors and shaving cream, but about men keeping other men accountable for behavior like bullying and mistreatment of women.
That ad, however, is getting not just praise from some, but backlash from many.
As of 9 a.m. Wednesday, 11 million people had watched the video, which Gillette captioned with these words:
Bullying. Harassment. Is this the best a man can get? It's only by challenging ourselves to do more, that we can get closer to our best. To say the right thing, to act the right way. We are taking action at http://www.thebestmencanbe.org. Join us.
Of those 11 million people who watched the video, most of whom saw that description, about six percent of them – 634,000 – disliked the video. A little more than 2 percent, 257,000, liked it.
Many of the comments that have come on social media have also been disparaging. BBC curated these on their version of the story:
I’ve been shaving since I was 12, since the beginning I used Gillette because that’s what my father used, now I will never use it again, and neither will my father, collectively been your customers for 50+ years never again #BoycottGillette #Gillette
— Ary (@ary31574363) January 15, 2019
@Gillette has made it clear they do not want the business of masculine men.
I will grant their wish.
I have used #Gillette razors since they sent me a free sample on my 18th birthday, and will no longer buy any of their products.
— Rule The Wasteland (@MongoAggression) January 14, 2019
Gillette is standing by its video, however.
“By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come,” said Proctor and Gamble Global Grooming President Gary Coombe.
They are getting support as well.
If you are doing nothing to solve the problem, don't criticize the ones that are trying. Well done @Gillette https://t.co/O4sYVnzTgk
— Ricardo Fort (@SportByFort) January 16, 2019
To the ‘masculine men’ boycotting & complaining about #Gillette’s latest ad. There’s nothing masculine about complaining and boycotting progress.
I can only imagine that every ‘man’ who has something negative to say about that ad obviously displays those unacceptable behaviors.
— Will Calvert (@WillySzn) January 16, 2019
Scott Warras will discuss this topic at 11:07 during “The Steve Scaffidi Show.” Click here to listen live.