BOSTON (1010 WINS) -- They're known for the slogan 'the best a man can get,' and in the age of #MeToo, Gillette is using that to send a message to customers.
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The new 'We Believe' ad campaign addresses sexual harassment and other toxic male behaviors.
In a play on their tagline, the spot asks 'is this the best a man can get?'
Speaking to CNN, the company's North American brand director said they expect the video will generate debate.
"We expected debate. Actually a discussion is necessary. If we don't discuss and don't talk about it, I don't think real change will happen," Pankaj Bhalla, said.
They hope the men who watch it will be inspired to act like role models and stand up to bad behavior.
"The ad is not about toxic masculinity. It is about men taking more action every day to set the best example for the next generation," said Bhalla. "This was intended to simply say that the enemy for all of us is inaction."
Gillette is owned by Proctor & Gamble, a company which has made progressive statements with their advertisements before, winning accolades for the 'Like a Girl' and 'Strong is Beautiful' campaigns.