Shaving company ad tries to change macho culture
Gillette gets millions of hits for its new video campaign
Over 5.5 million people have seen a Gillette video on Twitter aimed at changing the culture of macho, with a further 3.5 million watching it on YouTube.
The campaign, which has had its fair share of criticism, is based on its tagline The Best A Man Can Get, launched 30 years ago.
The company said: “Turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity.
“While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.”
The campaign builds on the momentum of the #MeToo movement, showing men holding back from wolf whistles and fathers embracing their gay children.
“As a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man,” the company said.
As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organisations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation.