Gillette’s new advert, which challenges toxic masculinity and sexual harassment, has prompted angry reactions from men’s rights activists.
The advert supports the #MeToo movement and plays on the shaving brand’s slogan “The Best A Man Can Get” in a bid to tackle sexism.
But it prompted an angry backlash from some, including Piers Morgan, who said it was “absurd virtue-signalling PC guff” and fuelled “the current pathetic global assault on masculinity.”
The Good Morning Britain presenter tweeted: “I've used Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
“Let boys be damn boys. Let men be damn men.”
Actress Nicola Thorp challenged Mr Morgan, saying the video “focuses on changing the behaviour of men who have engaged in sexual assault, harassment, discrimination and violence.”
She added: “In this tweet, Piers condones this behaviour. For the likes. For the column inches. For the ego. For the love of god, stop him.”
But Mr Morgan said she was “a man-hating imbecile and this pathetic Gillette ad is a direct consequence of radical feminists like you driving a war against masculinity.”
His co-presenter Susanna Reid also disagreed with him, asking: "Why would you be against an ad that is anti-violence, anti-sexual assault?"
The two-minute film was directed by Kim Gehrig, who was also behind Sport England’s This Girl Can campaign.
It also quotes actor Terry Crews, who said: “Men need to hold other men accountable.”
Others upset by the ad included far-right commentator Ezra Levant, who said: “A shaving ad written by pink-haired feminist scolds is about as effective as a tampon ad written by middle aged men.”
Some claimed the ad had prompted them to boycott Gillette.
But the advert attracted a huge amount of support on social media, with droves of people backing the brand and the advert’s strong message.
Andrew P Street said: “The comments under the Gillette toxic masculinity ad is a living document of how desperately society needs things like the Gillette toxic masculinity ad.
“Seriously: if your masculinity is THAT threatened by an ad that says we should be nicer then you're doing masculinity wrong.”
Brian Sims added: “Well done Gillette! This is smart, engaged and inspiring. Thank you!”
