Gillette has launched a new advertising campaign that calls on men to stand up to toxic toxicity & # 39; in her attempt to challenge male stereotypes and expectations.

The digital ad & # 39; We Believe: The Best Men Can Be & # 39; is a spin on the 30 year old slogan by Proctor & Gamble, "The Best a Man Can Get", according to a press release.

"It is time for us to recognize that brands, such as ours, play a role in influencing culture," said the release. "And as a company that encourages men to do their best, we have a responsibility to ensure that we promote positive, achievable, inclusive and healthy versions of what it means to be a man."

The release of the ad follows the recent statement by the American Psychological Association that claims that "traditional masculinity" is "harmful" to boys and men.

What does the advertisement say?

The ad opens with news about bullying, the # MeToo movement and & # 39; toxic masculinity & # 39; which is played in the background as it cuts from one man to another while looking at itself in a mirror.

Then the narrator disputes the saying: "boys will be boys."

"Is this the best a person can get? Is it? We can not hide from it, it's gone too long, we can not laugh at it by making the same old apologies," says a narrator in the background.

"Men have to hold other men liable," continues the narrator. "To put it right, to act in the right way, some are already. But some are not enough, because the boys who look to the future today will be the men of tomorrow."

Has P & G used its products to take a stand on problems in the past?

In 2014, her feminine care brand always launched the # LikeAGirl campaign. It was about the fear of failure and the pressure to be perfect, so many young girls were confronted.

"There is a demand, for purpose, for brands to address difficult issues at the moment," said Dean Crutchfield, CEO of branding firm Crutchfield + Partners at The Wall Street Journal.

It "creates a credible, credible and anticipatory conversation that requires brutal honesty and difficult decisions," he said.

"This is an important conversation, and as a company that encourages men to do their best, we feel compelled to tackle it as well as take our own actions," Pankaj Bhalla, Gillette brand director for North America, told the Wall Street Journal in a statement by e-mail. "We look at what is happening today and try to inspire change by acknowledging that the old saying" Boys Will Be Boys "is no excuse. We want to keep ourselves at a higher level and hope all the men we are Serve will go along on that journey to find us & # 39; best & # 39;

But it is also risky, because it can insult customers who disagree with the brand's opinion about the problem.

What else?

Gillette has also pledged $ 1 million to non-profit organizations in the US over the next three years, starting with the Boys & Girls Clubs of America.

"As of today, we promise to actively challenge the stereotypes and expectations of what it means to be a man wherever you see Gillette," says the statement.

View the advertisement: