Gillette is facing a lot of backlash over its new ad.
The Procter & Gamble-owned brand released a new commercial called "We Believe" on Monday.
The ad is meant to confront American culture, showing men and boys bullying each other and engaging in sexual harassment. Narration then encourages them to "say the right thing" and "act the right way."
Read more: Gillette chastises men in a new commercial highlighting the #MeToo movement — and some are furious
It continues over scenes of men changing their actions:
"We can't hide from it. It has been going on far too long. We can't laugh it off. Making the same old excuses. But something finally changed. And there will be no going back. Because we ... We believe in the best in men. 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."
While some have praised the ad, it has caused an uproar among others. Some have taken to social media to say they are now boycotting the brand and have posted photos and videos of themselves discarding Gillette razors in protest:
—warroom (@warroom) January 15, 2019
—Phil Sayles (@phil_sayles) January 15, 2019
—Drew Van Roekel (@DrewVanRoekel1) January 16, 2019
—El_Mariachi (@El_Mariachi051) January 14, 2019
—Tomás Fernández (@TomsFernndez13) January 16, 2019
In a statement to the press, Gary Coombe, the president of Procter & Gamble's global grooming business, said: "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."
Watch the full commercial here:
