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Gillette "We Believe" ad
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The term "toxic masculinity" generated a lot of controversy for this Gillette ad, a company known for men's shaving and other grooming products company. The ad was aired at the 2019 Superbowl. Within a month on YouTube, it had received 29 million views and had created a firestorm of controversy. It was produced by the British Somesuch Productions, and more specifically by Australian filmmaker Kim Gehrig.
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This seems like a controversy-courting video, possibly designed for a "love it or hate it" response that would get a lot of attention from both sides and create a big buzz. By playing on the zeitgeist of gender politics in late 22018 and early 2019 including the #MeToo movement and the term "toxic masculinity", it was sure to push the emotional buttons those issues had already raised. This is a form of femvertising that links issues of gender equality to a corporate brand.
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