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Gillette: The Best a Brand Can Get?

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Gillette launched its Super Bowl ad early this year in an attempt to rise about the clutter, but seems to have made a mess of things. The shaving giant's ad embraces the #MeToo movement by stomping on the masculine stereotype of sexual harassment, mansplaining, and boys will be boys, depicting men as potential behavioral change agents stepping in to stop sexual harassment, bullying and kids fighting. The ad concludes with the narrator suggesting "It's only by challenging ourselves to do more, that we can get closer to our best," a not so subtle reference to the company's tag line "The Best a Man Can Get." The ad has lit up people and seems to be getting a mostly negative response in the media, however, Twitter's on Gillette's side. @Gillette is pulling 57 percent positives overall for the last three days, however, as one might expect there is a dramatic gap between men and women on this one. Women love the ad where it is indexing at 73 percent positive amongst their ranks while men still come in slightly above water at 53 percent positive.



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