Gillette's toxic masculinity ad signals mainstream embrace of #MeToo

For decades Gillette has been selling razors using the slogan “the best a man can get”. This week the Procter & Gamble-owned brand has adopted “the best a man can be” as part of a marketing campaign meant to challenge toxic masculinity.

Explicitly aligning itself with the #metoo movement, the message is that men have to change if we want to end sexual harassment, bullying and domestic violence.

The campaign’s centrepiece, a 108-second “short film”, has divided opinion. Among those to declare their contempt for Gillette’s “virtue signalling” is the British television presenter Piers Morgan, who