In light of the #MeToo movement and discussion about sexual harassment, Gillette released an ad against toxic masculinity. The ad, titled We Believe: the Best a Man Can Be, quickly went viral with over 4 million views in less than 2 days! To date, the ad has over 30 million views on YouTube. A staggering 800 thousand people have liked the ad, and an even more astounding 1.4 million people have disliked the ad.
Piers Morgan, famous TV personality, quickly tweeted that he would now boycott Gillette, a brand he had used throughout his entire adult life, by stating:
“I’ve used @Gillette razors my entire adult life but this absurd virtue-signaling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
Let boys be damn boys.
Let men be damn men.”
Piers Morgan, along with many other critics of the advertisement, continued to cite this ad as a direct result of radical and liberal feminist movements.
So, are Gillette truly the liberal-leaning brand that consumers are claiming in light of this ad? The answer is: not particularly. From looking at the Goods Unite Us app, P&G (the brand who owns Gillette) does contribute a lot of money to politics. But it actually only donates to Democrats 54% of the time. So, in reality, P&G and Gillette aren’t making much of a political statement with their cash.