A new advertising campaign by shaving company Gillette has criticised the concept of ‘toxic masculinity’, instead calling for men to “be the best they can be.”
The advertisement, which has been the object of both praise and abuse online, engages with the #MeToo movement in order to promote a new form of positive masculinity, receiving over 4 million views on Youtube in 48 hours.
However, there has been a call to boycott the brand by Men’s Rights Activists who claim the video is simply following a trend of hating men.