What is the Controversial Gillette Commercial?
Exploring the backlash, praise, and impact of Gillette’s “The Best Men Can Be” campaign
(By Carmichael Phillip)
Introduction to the Gillette Commercial Controversy
In early 2019, Gillette released a commercial titled “We Believe: The Best Men Can Be” that quickly became one of the most talked-about advertisements of the year. The campaign marked a bold move by the iconic shaving brand to address social issues such as toxic masculinity, bullying, and sexual harassment. While many praised Gillette for taking a stand, others reacted with strong criticism, sparking widespread debate about masculinity and corporate social responsibility.
This article dives deep into the Gillette commercial’s message, the reasons behind the controversy, public responses, and its lasting effects on advertising and society.
Background: Gillette’s New Direction
Gillette, a brand synonymous with male grooming for over a century, took a daring step in 2019 by departing from its traditional marketing focus on quality shaving products to tackle social themes. The commercial opens with footage depicting classic masculinity stereotypes—boys fighting, bullying, and “boys will be boys” attitudes—before pivoting to encourage men to hold each other accountable and reject harmful behaviors.
The tagline “The Best Men Can Be” was a play on Gillette’s long-standing slogan, “The Best a Man Can Get.” It aimed to challenge men to do better in terms of respect, kindness, and integrity.
Content and Message of the Commercial
The ad featured scenes including:
Boys stopping a fight instead of joining it.
Men intervening to prevent harassment.
Addressing issues like sexual harassment and bullying.
Encouraging empathy and positive role modeling among males.
Through these images and narration, Gillette sought to confront and redefine masculinity for the modern era, highlighting social responsibility and awareness as part of what it means to be a “real man.”
The Public Reaction: Praise and Backlash
The Gillette commercial immediately polarized viewers:
Praise:
Many applauded Gillette for addressing toxic masculinity and promoting positive male behavior.
Advocates for gender equality and anti-bullying praised the brand for using its platform to encourage social change.
Supporters saw the ad as timely, especially in the wake of the #MeToo movement.
Backlash:
Critics accused Gillette of lecturing men and generalizing all men as perpetrators or toxic.
Some called the ad “anti-male,” claiming it shamed traditional masculinity.
The commercial faced boycotts and negative comments on social media and YouTube.
Some argued it was a marketing ploy to capitalize on social issues rather than a genuine commitment.
Examples of the Controversy on Social Media
Social media platforms exploded with debate. The YouTube video of the ad collected millions of views but also thousands of dislikes, making it one of the most disliked brand commercials in history.
Comments ranged from support:
“Finally, a company taking responsibility and encouraging men to be better.”
To harsh criticism:
“This ad is sexist against men and completely unnecessary.”
Hashtags like #BoycottGillette trended in opposition, while others used #TheBestMenCanBe to celebrate the message.
Gillette and Parent Company P&G’s Response
Procter & Gamble (P&G), Gillette’s parent company, stood by the commercial. They issued statements emphasizing that the ad was about encouraging positive behavior, not attacking men. P&G highlighted the brand’s commitment to inclusion and social responsibility and remained confident that the campaign would resonate with a significant portion of their audience.
Despite initial backlash, P&G’s quarterly earnings following the campaign showed stability, suggesting the commercial did not harm the brand financially.
The Role of Advertising in Social Issues
The Gillette commercial sparked broader discussion about the role brands should play in social and political conversations. Traditionally, many brands avoided controversy to appeal to the widest audience possible. Gillette’s campaign marked a turning point where corporations increasingly integrate social values into marketing strategies.
Supporters argue that companies have a responsibility to use their influence to promote positive change, while detractors fear over-politicization can alienate customers.
Impact on Other Brands and Campaigns
Following Gillette’s example, many other brands have launched campaigns addressing social justice, diversity, and equality. The commercial set a precedent for bold storytelling that connects products with cultural conversations.
Some brands have succeeded in this area, while others faced backlash similar to Gillette’s. The Gillette campaign remains a case study in the risks and rewards of socially conscious advertising.
The Cultural Context: #MeToo and Masculinity
Gillette’s ad was released amid the #MeToo movement, which exposed widespread sexual harassment and called for societal shifts in behavior and accountability. The commercial tapped into this cultural moment by urging men to step up and redefine masculinity beyond aggression and entitlement.
The ad’s challenge to the phrase “boys will be boys” questioned long-standing excuses for inappropriate behavior, aligning with contemporary calls for change.
Critiques: Is the Ad Too Simplistic or Preachy?
Some critics argued that the commercial oversimplified complex social issues. They felt the ad:
Painted all men with a broad brush, ignoring the diversity of male experiences.
Came across as preachy or guilt-tripping rather than inspiring.
Focused more on condemnation than offering solutions.
These critiques highlighted the difficulties brands face when addressing nuanced social topics within the short format of a commercial.
Legacy and Lessons from the Gillette Controversy
Despite controversy, the Gillette commercial has become a significant moment in advertising history. It:
Opened dialogue about masculinity and social responsibility in mainstream media.
Demonstrated that brands can take bold stances but must be prepared for mixed reactions.
Encouraged ongoing debate about the balance between marketing and activism.
For marketers, it serves as both inspiration and caution—showing the power of messaging, and the risks of alienating audiences.
Where to Watch the Gillette Commercial
Below is the original Gillette “We Believe: The Best Men Can Be” commercial released in January 2019:
Conclusion
The controversial Gillette commercial broke new ground by weaving social commentary into a product advertisement. While it sparked division, it also contributed to important conversations about modern masculinity, accountability, and the evolving role of brands in society.
Whether viewed as a courageous call for change or an unnecessary critique of men, the commercial remains a landmark example of how advertising can reflect and influence cultural debates.
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