Gillette Video Tells Men With ‘Toxic Masculinity’ to ‘Say the Right Thing,' 'Act the Right Way’

By Craig Bannister | January 14, 2019 | 12:37pm EST
Gillette video: 'We Believe: The Best a Man Can Get." (Screenshot)

A short film by Gillette, a manufacturer of men’s shaving products, tells men to shun “toxic masculinity” and “the same old excuses” for male behavior.

The film, “We believe: The Best Men Can Be,” posted on the company’s Facebook page, begins by referencing Gillette’s slogan, “The best a man can get,” while invoking the #MeToo movement against sexual harassment:

“Bullying. The ‘Me, Too’ movement against sexual harassment. Toxic masculinity – is the best a man can get? Is it?

“We can’t hide from it. It’s been going on far too long. We can’t laugh it off. Making the same old excuses: ‘Boys will be boys.’”

The video displays text of three, presumably male,” comments:

“Everybody hates you,” “You’re such a loser” and “Sissy.”

Enough is enough, Gillette declares, calling men to speak and act “The right way”:

But, something finally changed. And there will be no going back.”


“To say the right thing; to act the right way.

“Some already are. In ways big and small. But, some is not enough. Because the boys watching today will be the men of tomorrow.”

Gillette is a Procter and Gamble company.

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