NPR

Backlash Erupts After Gillette Launches A New #MeToo-Inspired Ad Campaign

Gillette's new ad campaign is trending on youtube, but has more than twice as many dislikes than likes. Some are threatening a boycott, offended by the company's call for a new kind of masculinity.

Giant razor-maker Gillette got itself into a bit of a tough scrape with a new, nearly two-minute-long ad promoting the ideals of the #MeToo movement.

For over a century, Gillette has championed the Alpha Men who use its razors, including, its ads have claimed, "all the world's rulers," and "the millions of big, strong-limbed supermen who are fighting to save freedom."

But a new ad released in advance of the Superbowl, cuts the other way, channeling the #MeToo movement and undercutting toxic masculinity. The

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