The internet is divided over this Gillette ad about toxic masculinity

15 January 2019, 15:31 | Updated: 15 January 2019, 16:29

Jazmin Duribe

By Jazmin Duribe

Bravo – Gillette have successfully broken the internet.

The grooming brand's "We Believe" ad has gone viral after daring to addresses serious issues like toxic masculinity, sexual harassment and the #MeToo movement. The advert has received an extremely mixed reaction online and triggered a lot of men, who have branded it "feminist propaganda".

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Gillette's commercial plays on their infamous slogan "The best a man can get", replacing it with "The best men can be". Gillette said it wanted men to hold each other "accountable" and before production their team consulted men across the US, conducted their own research, and spoke to experts on masculinity.

The internet is divided over this Gillette ad about toxic masculinity.
The internet is divided over this Gillette ad about toxic masculinity. Picture: YouTube/Gillette

In the clip – which has 283,000 dislikes and 50,000 likes on YouTube – there are various problematic scenarios of a young boy being bullied, a sexist TV programme and a man sexually harassing a female colleague. "We can't hide from it. Its been going on far too long. We cant laugh it off, making the same old excuses," the narrator says. "Something has finally changed."

Soon, the ad switches tone, and then shows examples of more positive behaviour, with men breaking up fights, being better fathers and calling out their peers for their offensive behaviour.

People praised the brand for its progressive approach to advertising.

But others just didn't get it at all and even threatened to boycott Gillette.

And of course, the internet made memes – what else?

What do you think? Tweet us @popbuzz and let us know!