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In a way unseen since Nike’s controversial Colin Kaepernick campaign last year, P&G shaving brand Gillette all but dominated the cultural conversation last week with “We Believe,” a digital campaign designed to update tagline “The Best a Man Can Get” for a new era by calling on men everywhere to address matters of toxic masculinity.
One company has now attempted to co-opt that conversation with a direct response to Gillette. In a tweet and accompanying video posted early last Thursday morning, Egard Watch Company wrote, “It’s time for society to start celebrating each other.