Barberhøvelprodusenten Gillette has been in hard weather after they released their new commercial "Believe".
Movie play on metoo-the movement and the famous slogan "The best a man can get", but the slogan is in the new film and replaced it with "The best a man can be".
the Company say they will encourage the men to hold each other accountable for their actions.
In the course of two days, the film is viewed almost three million times on the company's Youtube channel, and has created huge debate.Kritikkstorm
"Is this the best a man can get?" asks a voice in the movie, before they show the clips of bullying, sexual harassment, aggressive male behavior, and nyhetsklipp from reporting about metoo-the movement.
With uplifting emotional music in the background goes so over the examples of positive behavior - behavior that is preventing other men from acting in inappropriate ways.
Since the movie was released, it has the hail against the manufacturer in kommentarfeltene. Many criticize that the advertisement implies that most men have a habit to drive with sexual harassment and violence, and that the company is trying to take a stand in a business they don't really care about.
Several people have in addition remarked that Gillette remove the critical toppkommentarer, something the company has not yet responded to.
The british tv personality Piers Morgan is among the critics. On Twitter, he writes that the creative is absurd.
- I have used Gillette all my adult life, but this absurd moralposeringen drives me away from a company that not just works to better the pathetic global attack on masculinity.
I've used @Gillette razors my entire adult life but this absurd virtue-signalling the PC it was revealed may drive me away to a company less eager two fuel the current pathetic global assault on masculinity.— Piers Morgan (@piersmorgan) January 14, 2019
Let the boys ask the damn boys.
Let but ask the damn but. https://t.co/Hm66OD5lA4
Konspirasjonsteoretiker and all-right-trailer Paul Joseph Watson accuses the company to insinuere that their customers are the aggressors.
Believe the critics are a part of the problem
Insulting most of your own customers by insinuating they're all would-be sexual abusers & creeps in the lane has to be one of the most original marketing campaigns in decades. https://t.co/IIXzqEcn3u— Paul Joseph Watson (@PrisonPlanet) January 14, 2019
On Twitter is the tone a little different. There are several who believe that the creative is important, and that the men who take the close of the message, itself is a part of the problem.
The #Gillette ad gift me goosebumps. Great and strong message. Simply put, just "care". But would also like to hear those who have issue with it, as In can't figure why.— Filip Matys (@FiMatys) January 15, 2019
#Gillette ad is a reflection of where we are. If you are a man and offended by it then In suggest you are part of the problem. It's 2019 and the message does not erode your masculinity it actually paints you a strong & responsible person— Marek (@MarekmikaMarek) January 15, 2019
By keeping each other accountable, eliminate the excuses for bad behavior and support the rising generation who are working to become the best version of themselves, we can contribute to positive change that will mean something in years to come, " says managing director, Gary Coombe, to the BBC.
- We knew that, we ended the dialogue surrounding modern masculinity had to change how we think about and portray the men in all ways.
Behind the controversial film is director Kim Gehrig and the uk production company Somesuch. These stood also behind the campaign "This Girl Can' for Sport England, which received a lot of attention in 2015 for his attempt to stop the treningsangst among women.
On their website, type Gillette, which is owned by the gigantkonsernet Procter and Gamble, the creative is a part of a larger initiative to promote "positive, achievable, inclusive, and healthy versions of what it means to be a man".
- From today onwards, we will actively challenge stereotypes and expectations of what it means to be a man everywhere you look Gillette.
They have also said that they will donate three million dollars over a three-year period to organizations with programs designed to "inspire, educate and help men of all ages to be their best and be role models for the next generation".Chinese races after this promo - now sorry moteikonene