Gillette cuts close to the bone with #MeToo-inspired ad

Gillette advert

Gillette has provoked an online backlash with a new advert that dares to suggest that traditional boorish male behaviour might not be cool after all.

Released on Sunday, the #MeToo-inspired short film is called 'We Believe: The Best Men Can Be' – a smart play on Gillette's familiar tagline, 'The best a man can get'. It wastes no time in showing off the the worst that men can be, with a compilation of actions traditionally associated with toxic masculinity, before going on to showcase examples of how men can take action to be better people and set the right example for the next generation – through respect and inclusivity and by no longer justifying bad behaviour through language such as 'boys will be boys'.

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Jim McCauley

Jim McCauley is a writer, performer and cat-wrangler who started writing professionally way back in 1995 on PC Format magazine, and has been covering technology-related subjects ever since, whether it's hardware, software or videogames. A chance call in 2005 led to Jim taking charge of Computer Arts' website and developing an interest in the world of graphic design, and eventually led to a move over to the freshly-launched Creative Bloq in 2012. Jim now works as a freelance writer for sites including Creative Bloq, T3 and PetsRadar, specialising in design, technology, wellness and cats, while doing the occasional pantomime and street performance in Bath and designing posters for a local drama group on the side.