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#MeToo-Inspired Gillette Ad Takes on Toxic Masculinity

#MeToo inspired Gillette Ad Takes on Toxic Masculinity

Men must hold other men accountable "to say the right thing" and "to act the right way," says the razor company.

Gillette has taken a sharp stand against toxic masculinity with a new #MeToo-inspired advertisement.

"We Believe: The Best a Man Can Be," the razor company's latest video, declares that the attitudes and behaviors that encourage bullying and sexual harassment "[have] been going on far too long."

Scenes depicting the historical byproducts of toxic masculinity -- including young boys fighting, a sitcom mocking women, and an executive mansplaining in the boardroom -- are shown in the clip, with an announcer claiming that these actions are too often given the same old excuse: "that boys will be boys."

A montage of #MeToo inspired events -- including footage of Terry Crew's testimony to the Senate Judiciary Committee about toxic masculinity -- accompany an announcement that "something finally changed." Now, according to the advertisement, it is time for men to hold other men accountable "to say the right thing" and "to act the right way."

The video, which runs slightly under two minutes, ends on a note emphasizing the importance of men serving as role models of non-toxic behavior, as the boys of today will be the men of tomorrow.

Watch the ad below.

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Alexander Modiano