Gillette has hit a nerve.
On Monday, the P&G brand released an update to its 30-year-old “The Best a Man Can Get” campaign, and the work held a mirror to our politically polarized culture. The old ad was a universally upbeat portrayal of men doing things like attending a wedding, playing sports, working a trade desk, flirting with a woman and teaching their sons how to shave.
The new spot is something very different. It features a series of men looking at themselves both literally and metaphorically and calls upon men to help stop behaviors like bullying, harassment and misogyny while asking themselves whether they are truly the best they can be.