Many critics took to social media to say they would no longer be buying its products amid claims the brand 'insulted their own user base'
MEN have threatened to boycott Gillette over the company's new #MeToo-inspired ad that aims to put an end to "toxic masculinity".
The new campaign, which features a thought-provoking film, has put a new angle on the classic "The Best A Man Can Get" slogan - but not every customer is on board.
The shaving brand has taken on sexism, sexual harassment and bullying with its advert, which puts the responsibility to change on men.
But many critics - including Piers Morgan - took to social media to say they would no longer be buying its products amid claims the brand "insulted their own user base".
One person tweeted: "So we just started 2019, and already a company has started pushing sexism towards Men... @Gillette have no become a Leftist Bigot Company that insulted their own user base by calling them 'Sexists'".
Piers declared this morning he would no longer be using the products, and clashed furiously with a Good Morning Britain guest as they debated the ad.
His fury was echoed by many on Twitter, with another person unhappy with the advert wrote: "Get Woke, Go Broke. I will no longer be using your products.
"I am not a bad person because I am male."
The advert features depictions of men talking over women, boys fighting and men catcalling or pretending to grope a woman's bum.
A voice over says: "We can't hide from it. It's 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 the best in men, to say the right thing, to act the right way.
"Some already are, in ways big and small."
Get Woke, Go Broke. I will no longer be using your products. I am not a bad person because I am male.
Twitter critic
As the advert goes on one dad is seen stopping boys fighting after others brushed it off with "boys will be boys", and a man is seen stopping his buddy from catcalling a woman passing by.
It has had more than 250,000 dislikes on YouTube, and around 49,000 likes.
Many of those slamming the ad, who mostly appeared to be men, were also unhappy that the socially conscious campaign was directed by a woman.
Kim Gehrig was selected through Procter & Gamble's partnership with Free the Bid, a program that advocates for more female directors.
Canadian conservative media personality Ezra Levant wrote: "A shaving ad written by pink-haired feminist scolds is about as effective as a tampon ad written by middle aged men."
But plenty of people also came to Gillette's defence, with one person posting: "I wonder how many people here actually watched the video and didn't just blindly hate it.
"This is not anti-men propaganda bs, this is simple advertising to be respectful to each other, what's so bad about that.
"So many idiots here defending disgusting behaviour."
Another said: "Wow, so many of the comments here just go to prove why commercials/videos like this are necessary.
"At no point in this commercial did it say all men are guilty of these actions, yet here are so many men defending themselves."
A Gillette spokesperson said: "Gillette first introduced its tagline 'The Best A Man Can Get' 30 years ago.
"Today, we’re saying that the ideals that this statement inspire still hold true – but there’s more we can do as a brand, and as a community of men, to live up to this ideal.
"As a brand that has been part of manhood for over a century we have a responsibility to influence culture and use our voice to champion positive male behaviours.
"We expected debate - discussion is necessary. This campaign encourages all men to strive to be the best versions of themselves everyday to set the right example for the next generation."
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