This morning, I learned about the new ad campaign created by Gillette to raise awareness about toxic masculinity in our society. My initial reaction to the ad was a positive one. I was very happy to see that the issue of violence as a prevalent factor of masculinity was being brought to light, and it brought a smile to my face. However, when I looked at the replies to this ad on Twitter, then on Youtube, and began to cringe uncontrollably at vitriolic response Gillette was receiving. many of which varied from “You’re saying all men are bad now?” to “Not buying Gillette ever again” and my personal favorite here:

“Like every other company that wants to get in on the social justice movement that will pay in sails.”

Yeah…. ‘pay in sails’.

I had a bit of a knee-jerk reaction to this on Twitter earlier this morning as I…