The Best Men Can Be

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"The Best Men Can Be" was a corporate social responsibility advertising campaign from the safety razor and personal care brand Gillette of Procter & Gamble. The campaign launched on January 13, 2019, with the digital release of a short film entitled We Believe: The Best Men Can Be. The campaign title is a play upon a notable past Gillette ad slogan "The Best a Man Can Get", which dates back to the 1980s. The Best Men Can Be was a reproach against negative male behavior, including bullying, sexism, sexual misconduct, and toxic masculinity. The campaign includes a three-year commitment by Gillette to make donations to organizations that "[help men] achieve their personal best". The initial short film was the subject of controversy. While it was praised by many, such as Bernice King, and defended by others, such as Mona Charen, it was received negatively, notably by conservative leaning individuals, becoming one of the most disliked videos on YouTube. The campaign has led to calls to boycott...

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