A voiceover asks “Is this the best a man can get?” The answer is no, and the film shows how men can do better by actively pointing out toxic behavior, intervening when other men catcall or sexually harass, and helping protect their children from bullies.

Gillette Intimate TV Spot, 'It's Not Junk, so Treat It Right'

The ad subverted the Gillette slogan, this time by making it inclusive of gender identity. In contrast to "We Believe", the advertisement was generally praised for its acknowledgement of the transgender community.

Gillette made an ad suggesting that men could be better. It illustrated “toxic masculinity” through examples like a young boy being bullied by other boys, sexual harassment, catcalling, and a man speaking over a woman in a meeting.

What is the marketing strategy used by Gillette? Gillette uses not just demographic but also psychographic segmentation strategies. To differentiate between the features of its products, the brand uses a differentiated targeting strategy.

It was created by the New York-based ad agency Grey and is called “We Believe.” And what the century-old, multibillion-dollar razor company, owned by the health and personal care giant Procter & Gamble, purports to believe is this: Its longtime slogan, “The Best a Man Can Get,” is ripe for an update.

The ad begins by depicting boys bullying other boys, women being harassed and cat-called, and a group of men excusing all of it as “boys will be boys.” Gillette then asks if this is “the best a man can get.” The rest of the ad portrays men pushing back against other men's bad behavior.

So with a smooth cut, they emphasized the impeccable sharpness of razors. "An 'accidental' notch also appeared at the letter 'G': the lower right part seemed to be accidentally hit by the blade. This happens when you accidentally cut your fingertip with a well-sharpened razor."

According to the chief financial officer of Gillette's owners, P&G (Procter and Gamble), it didn't. According to CNN Business, after the commercial aired, Gillette sales were in line with pre-campaign levels, by which we can infer that it didn't make any difference, either positive or negative, to sales.

Gillette and P&G had similar cultures and complementary core strengths in branding, innovation, scale, and go to market capabilities which turned out to be a strategic fit. P&G and Gillette shareholders approved the deal on July 12, 2005, with more than 96% of voting shareholders in favor of the acquisition.

There are those who really like the ad really like the campaign a lot and argue that it is simply trying to reinforce positive behavior. However, the much larger group who dislikes it includes many men who are saying the ad is insulting to men and full of stereotypes.

Gillette's sales following the commercial were “in-line with pre-campaign levels,” P&G CFO Jon Moeller said on a call with reporters Wednesday. Its subscription business, Gillette Shave Club, continued to grow sales and add new subscribers.