Gillette is taking on bullying, sexism, and sexual harassment in a powerful new ad that fully embraces the #MeToo movement while attempting to put an end to toxic masculinity. For the past 30 years, the shaving brand has used the tagline “The Best A Man Can Get,” but the new ad puts a spin on the slogan by putting the responsibility on men to change social norms and stop the mistreatment of women. Critics of the socially conscious campaign took to Twitter to slam the ad while claiming Gillette had “just insulted their own user base.” The ad, titled “We Believe,” begins with shots of different men looking in the mirror as audio of news about the #MeToo movement plays in the background. “Is this the best a man can get? Is it?” a voiceover asks as a group of bullies chase a victim through a movie screen showing a vintage Gillette ad. The commercial continues by highlighting all the different ways the mistreatment of women has been normalized over the years, including a group of male cartoon characters whistling at a woman and a sitcom scene that shows the lead character grabbing his maid's backside while the audience laughs. “Boys will be boys,” a dad says as he watches his son fight someone. The ad stresses that toxic masculinity and the long-running excuses defending it should no longer be tolerated. The commercial shows a clip of actor Terry Crews, a victim of sexual assault, saying: “Men need to hold other men accountable.” The ad then ends with a voiceover that says having just some men step in “is not enough because the boys watching today will be the men of tomorrow.” The video was directed by Kim Gehrig, who was selected through Procter & Gamble's partnership with Free the Bid, a program that advocates for more female directors on ads.