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The Gillette Ad - Brands and Social Activism

Gillette released a new one minute, 48 second commercial on Twitter recently that has generated a lot of divided, emotional reactions from consumers. The ad tackles the issues of “toxic masculinity” – bullying, sexist talk, and violence – linking them to their signature tag line “the best a man can get.” It's the latest example of a brand taking on social issues of the day. While the ad has generated some criticism, with some men saying they will no longer use their razors, has this move been overall a win for them? Host Dan Loney is joined by Michael Kehler, a Professor of Masculinity Studies at the University of Calgary in the Werklund School of Education Research, and Hank Boyd, a Clinical Professor in the Marketing Department at the University of Maryland’s Smith School of Business, to discuss the strategy behind the commercial on Knowledge@Wharton.