Procter & Gamble's Gillette razor brand is urging men to stand up to "toxic masculinity" in a new ad campaign.
Similar to P&G's hit #LikeAGirl campaign, the latest ad puts a new twist on the iconic brand's 'The best a man can get' tagline.
The new campaign, called 'We Believe,' is P&G's latest foray into brand messaging that incorporates a social message to reach consumers in a more meaningful way.
In a nearly 2-minute digital spot, the ad depicts several anxious-looking men presumably looking in the mirror and listening to news about bullying, the #MeToo movement and sexual harassment.
A voiceover asks: "Is this the best a man can get? Is it?" The ad goes on to challenge "Boys will be boys" as an excuse for several forms of boorish behavior and depicts subtle ways to intervene.
The ad comes amid the #MeToo movement that erupted in 2017 in the wake of several sexual harassment and other scandals.
“Gillette believes in the best in men,” said Gary Coombe, president, P&G Global Grooming. “By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”
P&G has gradually moved more into more ads with social messaging over the past five years in the wake of the runaway success of the 2014 #LikeAGirl campaign for its Always panty liners brand.
Since then, P&G has challenged social attitudes in multiple campaigns, including racial bias in 2017's 'The Talk.'
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This article originally appeared on Cincinnati Enquirer: 'Is this the best a man can get?' Gillette issues #MeToo challenge to cut toxic behavior