It can’t be an easy time to be a shaving company whose customers are largely men.

Beards are in – just take a wander around the Cape Town CBD on any First Thursday for proof – and razor sales are down, which isn’t going to reflect positively on a company like Gillette’s bottom line.

What does reflect positively is their latest advert, which ties in with the #MeToo movement, illustrating how subtle changes in behaviour could make for better men the world over.

Cue the snowflakes attacking, but we’ll get to that in a bit. First of all, here’s Business Insider:

“Gillette believes in the best in men – that by holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can deliver positive change that will matter for years to come,” Gary Coombe, the president of the Gillette parent Procter & Gamble’s global grooming business, said in a statement about the ad…

The ad was developed by Gillette’s advertising agency, Grey, and was directed by Kim Gehrig. Gillette also pledged $1 million a year to nonprofit groups “designed to help men of all ages achieve their personal ‘best,’ changing the conversation of modern manhood for generations to come.”

Here’s the advert, titled “We Believe”:

Surely it can’t be that hard to admit that in a world where so many women live in fear, daily, of being attacked (go on, chaps, ask a female friend of yours what precautions she takes every single day to stay safe), men might need to do a little better.

Well, a quick look at the YouTube comments (admittedly they’re usually a cesspit) shows that people are angry.

Really angry:

“Literally we are attacked for being men” is the new literally attacked in the streets for being a woman, I guess.

You know you’re doing something right when you piss off Piers Morgan, one of the world’s foremost snowflakes, who got stuck in on Twitter:

His first reaction:

Global assault on masculinity – shem.

When called out for the most obvious of reasons, he went with his standard ‘man-hating’ and ‘radical feminists’ rebuttal:

Oh Piers, it must be tiring.

Be a better man, pal.

[source:businsider]