Gillette takes on bullying and sexism while challenging the brand's own iconic slogan, “The best a man can get” by asking, “Is it?”
In text message bubbles, the word “sissy” appears on screen with other negative comments.
“It’s been going on far too long,” the voiceover says. It mocks dismissive comments like "boys will be boys" from an infinitely long row of grilling dad-types, elbow to elbow.
Former NFL player and “Brooklyn Nine-Nine” actor Terry Crews, a sexual assault survivor, is included. “Men need to hold other men accountable,” he says. The ad ends on this note: “The boys watching today will be the men of tomorrow.”