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Gillette’s New ‘Best Men Can Be’ Ad Goes Viral, Drawing Mixed Praise, Boycott Threats

Executive Summary

Gillette’s polarizing new video, which challenges men to “do more” to address behavior broadly painted as toxic masculinity, has elicited fervid reactions from all corners of the Internet. Whether the P&G brand’s boldness pays off remains to be seen, but it adds fuel to a growing debate: Should brands insert themselves into today’s highly politicized climate, and can they afford not to?

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