In a new viral post, an Army veteran is pushing back on shaving company Gillette’s new “The Best A Man Can Be” campaign.
Many people were critical of the campaign as it referenced that men were “toxic” and suggested another method of raising and teaching children.
Graham Allen, a U.S. Army vet, shared a photo of him and his children online that shows them embracing their “toxic masculinity,” the Western Journal reports. In the photo, Allen is holding a rifle over his shoulders and his two sons are each holding a firearm. Allen’s daughter stands alongside without a firearm.
“Practicing our ‘toxic masculinity,’” Allen wrote in the now-viral post. “Hey, Gillette does this offend you?!”
“I’ll raise my kids the way I believe they should be….thanks for your advice,” Allen added.
At the time of publication, over 97,000 people liked the photo and more than 26,000 people had shared it.
Check it out:
Here’s more on the Gillette campaign, via the Western Journal:
Allen’s post shows one way that people are responding to Gillette’s controversial ad, which has received waves of backlash.
Many criticize the ad for its portrayal of traditional masculinity as a quality which encourages bullying and sexism.
The two-minute short from Gillette, a razor brand owned by Procter & Gamble, shows boys bullying each other and men sexually harassing women.
The ad then focuses on the #MeToo movement, pointing to it as the reason that men are now being held accountable for their actions.
Another part of the ad shows hordes of men behind barbecues saying “boys will be boys” as young boys wrestle with each other.
The ad itself featured a number of men BBQ’ing and watching television and said these men were exhibiting “toxic masculinity” when they catcall, harass, or bully others. The campaign encouraged men to do more and speak up to prevent such negative actions.
The commercial (below) is still mostly disliked by users on YouTube, with 625,000 people liking the photo and more than 1.1 million people disliking it.