In the wake of #MeToo, the men’s rights movement is pushing back, supported by women who believe feminism has caused a crisis of masculinity.
Every now and then, an advert comes along that is so explosive it feels like a hurricane tearing through the cultural discourse. Opinions ricochet across the political spectrum and, in its wake, the damage is dissected by newspaper columnists, radio pundits, and strangers fighting it out on Twitter. Gillette’s recent advert was precisely that.
When ‘We Believe: The Best Men Can Be’ dropped in January, it immediately went viral, clocking up 4 million views in less than 48 hours. Playing on its own strapline, the advert questions whether, after endless sexual misconduct allegations against men, this really is the best men can do. As it comes to a close, scenes of men laughing at women being sexually harassed and a line of dads shrugging ‘boys will be boys’ as they watch their sons brawl on the ground, are replaced with men intervening to stop the catcalling, fights and bullying; becoming role models for a new generation because ‘the boys watching today will be the men of tomorrow’.
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