"gillette's new campaign is rooted in the #metoo and the male role has aroused strong reactions among the people – some are positive, while others want to boycott the company. "
"For 30 years ago, the company launched Gillette, who is known for their razors, the commercial ”The best a man can get”. The campaign, with its slogan and pictures on men who do sports and who wears a suit, quickly became iconic. "
"on Monday, the company released a new campaign, which has a completely different focus. In the commercial takes its starting point in the metoo, the movement opens with the question ”Is this the best a man can get?”. During the 90 seconds problematizes Gillette male role and what they consider to be destructive with it, such as sexism. With the new slogan, ”We believe: The best you can be” urge the men to take responsibility for their behaviour and to be role models for the next generation. "
"In a few days, the campaign has to spark strong reactions. On Youtube it has over eleven million views and over 177 000 comments."
"Several have gone out and said that they will boycott Gillette, but also other products from Procter & Gamble, which owns the brand, during hashtagen #Boycottgillette. Many believe that the commercial paints men and that it is offensive. "
"I will never apologize for that, I'm a man, and is good at it. This is not about manhood, it's about being a good human being. Most men are law-abiding citizens and care about others,” wrote one person on his Twitter."
"But the commercial will meet not only of rice, there are also several that pay tribute to the initiative and who believe that the negative reactions shows that the campaign needed. "
"We all want to believe the best about men and there are men in the world that are already there. But there are also a lot of work remains to be done. The adverse reactions of your commercial shows just that,” writes one person on gillette's Facebook page. "