The advert addresses toxic masculinity and some aren't happy about the message.
For over a century Gillette has offered men (and later women) their popular razors for grooming but in a new advertisement they address the #Metoo movement and toxic masculinity and some people are not happy.
Replacing their slogan, "The best a man can get," with a new one: "The best men can be," seems to have left longtime customers scratching their chins.
This change, the company says, is a way to show that men should be held "accountable." However, some of those loyal to the brand are calling it quits over the message.
The new ad has now been viewed over 2 million times in just two days with dislikes numbering into the hundreds of thousands.
Focusing on the aggressive male behavior, the new ad showcases men engaging in bullying and sexual harassment.
To contrast that, it then goes into gentler male role models who are more positive and encourage their daughters to have faith in themselves and their sons to be kinder.
Some negative social media critics have made it known they have cut their ties with the brand.
"In less than two minutes you managed to alienate your biggest sales group for your products. Well done," wrote one person.
Comments on the video are largely negative, with viewers saying they will never buy Gillette products again or that the advert is just plain "feminist propaganda".
But company leaders are standing by the campaign.
“We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse," said North American brand director Pankaj Bhalla.
Parent company Procter & Gamble has also received requests to air an apology video. But that doesn't seem likely.
"By holding each other accountable, eliminating excuses for bad behaviour, and supporting a new generation working toward their personal 'best,' we can help create positive change that will matter for years to come," says its president, Gary Coombe.
As much as some men are offended by the spot, others understand what it's trying to convey.
"That Gillette ad doesn’t wage war on men, it simply challenges men not to bully, catcall, grope or assault anybody. How is that controversial? Interesting to see conservatives, who weaponized Al Franken and Harvey Weinstein for political purposes, feign outrage over this message," wrote writer and filmmaker Adam Best.