The raging #MeToo Movement found itself a new voice and it’s none other than a renowned shaving-supply-giant. The ad titled ‘We Believe’ is one of the first to address the movement as it puts a new spin on the brand’s 30-year-old tagline ‘The Best a Man Can Get’. The advertisement begins with a flurry of voice clips of news about the #MeToo Movement and bullying as the narrator asks ‘Is this the best a man can get?’
From depicting clips showing sexism in films, in boardrooms, and of violence and bullying between boys, the ad shifts to men stopping other men, including the next generation from not only harassing and mistreating women, but also from bullying each other and engaging in such acts.
The clip shows a man stepping in to stop their brethren from catcalling and stalking a woman. In its efforts to shave off toxic masculinity, the company’s ad urges society to no longer use the excuse ‘boys will be boys’ to justify their bad behavior as a father is shown breaking up a fight between two little boys instead of letting them ‘be boys’. Another dad fends off bullies from a young boy as his son watches intently. What the brand tried to promote is that men can and need to do better when it comes to looking out for each other and treating women with respect to set a better example for young eyes watching them.
While many have taken offence and claimed the ad to demonize men, the ad makers are very clear on their stand as the ad pin points only the rotten fruits in the basket and not all of them. The voiceover at the backdrop saying “To do the right thing, to act the right way. Some already are in ways big and small. But some is not enough”. The brand is clearly not targeting the entire male population out there, but is rather encouraging men to behave better. It’s demanding men to stop the cycle of sexual abuse, of bullying and toxic masculinity.
The shaving company is also actively participating in bringing in this revolutionary change as it announced it will be donating $1 million a year for the next three years to various non-profit organizations designed to help men of all ages to achieve their personal best. It’s indeed a strong stance for a brand to direct the conversation towards men and how they can and must do better.