If you haven't seen the new Gillette commercial, it is a discussion and commentary on toxic masculinity from the #MeToo movement. The commercial, titled "We Believe: The Best Men Can Be," discusses controversial topics like bullying, sexual harassment and toxic masculinity.
We Believe: The Best Men Can Be | Gillette (Short Film) YouTube
Many may think that this commercial will be bad for Gillette's "brand" per se. The commercial comes in a controversial time with a controversial discussion. Although, it doesn't seem like Gillette cares. Gillette's North American brand director, Pankaj Bhalla, said, "We expected debate. Actually, a discussion is necessary. If we don't discuss and don't talk about it, I don't think real change will happen."
Gillette wanted today's grown men to become role models for younger males. Gillette wants to start the discussion and stray away from the toxic statement "boys will be boys."
Why is this commercial so important to America right now? Well, frankly it's because we need change. We're at a time where many subjects like the #MeToo movement are happening, but not much is being done. This Gillette commercial will air on televisions across the nation and hopefully spark a change in men around the world.
The commercial sheds light on toxic masculinity, bullying and sexual assault. Hopefully, it will do more than teach young men not to indulge in these behaviors by also encouraging fully grown men to teach younger men not to engage in these unhealthy habits.
America needs this commercial because it will hopefully be a lead for change. It was similar to what we saw in this country with the Black Lives Matter movement. After the publicity of the movement skyrocketed, we saw more representation of black people in movies, news and just about everywhere. Maybe this Gillette commercial will be able to spark the same amount of revolution around the topic of #MeToo and toxic masculinity.
Hopefully, this commercial starts a discussion about avoiding behaviors that create toxic men. Hopefully, it teaches young boys that it's OK to stand up to bullying, it's OK to cry, it's OK not to be the poster boy of masculinity that society expects. That's what America needs to fix the problems that it is facing.