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- Gillette published an advertisement on Monday titled "We Believe", asking men to change their behavior in light of the #MeToo movement.
- Advertising encourages men to be "best" by holding each other accountable and eliminating excuses for bad behavior.
- Some have strongly criticized the online ad.
Gillette calls on men to intensify it.
A new advertisement called "We believe" lasting one and a half minutes encourages men to change their behavior. He directly invokes the #MeToo movement to confront American culture.
"Gillette believes in the best of men – that by holding each other accountable, eliminating excuses for bad behavior, and helping a new generation to succeed, we can make a positive difference that will matter to people." years ahead, "Gary Coombe, president of Gillette's parent company Procter & Gamble's global grooming business, said in a statement about the ad.
The advertisement opens with new audio information covering a simulated report on a motion badociated with # MeToo. A narrator then asks, "Is it the best that a man can get? Is it?"
The narration continues through scenes of men changing behavior:
"We can not hide, it has been going on for too long, we can not laugh at it, make the same old apologies, but something has finally changed, and there will be no turning back. We believe in the best of men, saying the right thing, doing the right thing, some are already doing it, big or small, but some are not enough, because the boys who are watching today will be men of tomorrow. "
The advertisement was developed by the Gillette advertising agency, Gray, and directed by Kim Gehrig. Gillette has also pledged $ 1 million a year to non-profit groups "designed to help men of all ages achieve their" best ", change the discourse of modern manhood for generations to come."
Not everyone agrees with Gillette's message.
Hundreds of comments and answers on the Twitter post and the advertising YouTube video expressed a negative feeling. Many criticized the tone of the advertisement, comparing it to a conference.
"Propagada [sic], pure and simple, "said a comment.
Others had a problem with the way he painted men.
"This advertisement is horrible," said another. "He disgusts with contempt for men and supports ridiculous stereotypes [sic]. "
"Wow, literally, we are attacked because we are men," said a comment on YouTube, drawing more than 100 people in favor of the deal.
Some have promised to boycott Gillette or have stated that they were happy to have already stopped buying Gillette razors.
"It's been 55 years since I bought Gillette products, no more, and I deduce that most men are dogs, that's just not true," said one person.
Some positive comments were buried between the two.
"You have just bought a new customer" a person tweeted.
Discover the full advertising below:
In recent months and years, Gillette had to fight to stem the downturn from weaker sales as fewer men shaved.
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