On January 13, 2018, safety razors and personal products company Gillette , released a 1:49 minute advertisement for Gillette razors titled ‘We Believe’ that was telecast during the 2019 Super Bowl . The ad triggered a huge backlash, prompting discussion on social media about its theme – ‘toxic masculinity’ . The ad showed how the bullying, harassment, and violence hidden in men’s attitudes, reflected negatively in their behavior toward others.

The ad projected the message that men should act against toxic masculinity and be a role model for boys in future in terms of respecting others..

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