In less than 48 hours the video, published on its official YouTube channel, had over 300,000 dislikes versus 67,000 likes, while thousands of Twitter users, including actor James Wood and other notorious figures, threatened to boycott the brand. Gillette, however, remained firm in its position, reinforcing, in a statement posted on it\u2019s website, it\u2019s commitment to encouraging men to get the best out of themselves and \u201cpromoting positive, attainable, inclusive and healthy versions of what it means to be a man. <\/p>\n\n\n\n
For those who haven\u2019t seen it yet \u2013in the first four days, it had 16,187,321 views\u2013, the ad begins with the question \u201cIs this the best a man can get?\u201d, giving a twist to the tagline \u201cThe best a man can get\u201d. Meanwhile, the images portray a series of behaviors that include, among others, bullying, fighting, and sexual harassment. The ad, which is part of the \u201cWe Believe in the Best in Men\u201d campaign, continues with a voice over urging men to stop making excuses and justifications, and concludes by showing images of men assuming an attitude of responsibility towards other men\u2019s reprehensible behavior and emphasizing that today\u2019s children will be the men of tomorrow.<\/p>\n\n\n\n
According to a company statement, the campaign\u2019s aim is to promote a more positive male role model, but it has caused a high percentage of its users to feel attacked. In response to the controversy, different Gillette spokespersons have pointed out to media in the United States that it is an expected debate: \u201cDiscussion is necessary. For every negative reaction we have seen many positive reactions, people rate the effort as brave, timely, intelligent and very necessary. Long story short, what matters is to start a conversation. This makes people pay attention to the issue and encourages them to consider taking steps to make a difference. \u201c<\/p>\n\n\n\n
In addition, the company has announced that it will donate one million dollars annually over the next three years to non-profit organizations that carry out awareness programs in the United States to help men become role models for the next generation, inspiring respect and responsibility.<\/p>\n\n\n\n