This week a controversial commercial from Gillette has become the #7 trending video on YouTube with over 3.4 million views in just 3 days. The video has 63,000 likes, but more than 308,000 dislikes and many people boycotting the company. There is a lot of outrage and anger over this video because it depicts adult men being kind, thoughtful, considerate, and promoting respect for women. A majority of people apparently find this very upsetting. The video is below.

Trigger Warning: This video contains images of caring, compassion, and concern.

Gillette has launched a campaign to promote the values depicted in the commercial. The page header states: “The Best Men Can Be” and the manifesto reads as follows:

Thirty years ago, we launched our The Best A Man Can Get tagline.

Since then, it has been an aspirational statement, reflecting standards that many men strive to achieve.

But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.

It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.

From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.

As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation.

Our tagline needs to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve… Because the boys of today are the men of tomorrow.

We’ve all got work to do. And it starts today.

Gillette. The Best A Man Can Get.

To achieve their goal of having a positive impact in the world, Gillette will be distributing $1 million per year for the next three years to non-profit organizations:

Gillette is committed to driving change that matters, starting with our own actions and expanding out to programs that support men of positive action everywhere. To make our vision of the Best Men Can Be a reality, we will be distributing $1 Million per year for the next three years to non-profit organizations executing the most interesting and impactful programs designed to help men of all ages achieve their personal best.

Our first partner in this effort is The Boys & Girls Clubs of America. Positive experiences at Boys & Girls Clubs provides young men with the important social and emotional skills they need to communicate effectively, to work with others, and develop coping mechanisms in order to face challenging situations. These skills are critical in everyday life and to the success of young people.

With more than 4,300 Clubs across the country, Boys & Girls Clubs’ singular mission is to ensure that youth in America have the opportunities that set them up for success so that they graduate on-time with a plan for their futures, where they live healthy lifestyles and give back to their communities.