Razor brand Gillette have launched a new advert campaign targeting "toxic masculinity" in a bid to modernise their famous tag-line "the best a man can get".
The company, which is owned by Procter & Gamble, is seeking to update its image in the wake of the MeToo movement that has seen many high powered men accused of sexual assault and the mistreatment of women.
A short film titled We Believe: The Best Men Can Be was uploaded to Gillette's YouTube channel on January 13, where it has since had over 400,000 views.
In the film a narrator implores men to rethink their attitudes towards women and hold other men to account if they are acting inappropriately.
It begins by showing scenes of what Gillette says is "toxic masculinity" before going on to address bullying, and men's mental health.
At one point in the video a father is seen holding his young daughter up to a mirror making her repeat the line "I am strong."
"Gillette believes in the best in men," said Gary Coombe, president, P&G Global Grooming.
"By holding each other accountable, eliminating excuses for bad behaviour, and supporting a new generation working toward their personal 'best,' we can help create positive change that will matter for years to come."
However, some of the top comments on the new video have been less than complimentary of the company's new direction and it has received 75,000 down votes compared to only 7000 up votes.
"Nice going with the feminist propaganda Gillette, this was the last time I bought any of your products," reads one.
"Procter & Gamble is a toxic corporation," says another.
The short film released by Gillette is the launching pad for a broader campaign around these themes.