New Gillette Commercial ‘We Believe: The Best Men Can Be’ Garners Praise and Criticism

Gillette challenged our idea of what it means to be a man in a new commercial called “We Believe: The Best Men Can Be”.

The almost two-minute mini film starts by showing different shots of men looking in the mirror with voiceovers in which people mention the Me Too Movement, bullying and toxic masculinity. The narrator then asks, “Is this the best a man can get?” Clips of a man touching a woman’s butt and women in bikinis are shown. The narrator then says we cannot continue to make the same old excuses to explain bad behavior exhibited by men and boys. The famous line, “Boys will be boys,” is then utilized.

The narrator then goes on to say the brand believes in the best in men. They then show a series of men checking catcallers and resolving conflict. At the end, Gillette encourages the viewer to take action by logging onto thebestmencanbe.org, a page on Gillette’s website dedicated to actively challenging stereotypes and expectations of what it means to be a man. They are pledging to give $1 million per year for the next three years to non-profit organizations that implement programs to help men and boys achieve their full potential. They have already partnered up with the Boys & Girls Club of America.

Some people praise the commercial and question why people would be mad at Gillette. They agree that the company is taking a stand against misogny and traditional stereotypical standards set for men.

For others, the ad rubbed them the wrong way.

Watch the full commercial below and let us know what you think.