Thread by @cmclymer

The men who are losing their shit over this ad feel attacked precisely because they're the "bad guys" in the commercial. They know that, and we know that. But they still want us to have this debate on how masculinity is "under attack". No, assholes are under attack.

#GilletteAd

The ad itself is probably the gentlest, kindest way I've ever seen toxic masculinity called out in the mainstream. If anything, it talks about how masculinity can be empowering and powerful without hurting others. It actually celebrates good men.

Spoiler: with toxic men, there is no good/kind/gentle way to tell them they're being toxic. None. The ad isn't for them. It's to encourage other men to hold toxic men accountable and raise boys to not be toxic. The ad isn't for all men.

So, yes, if you're a dude who feels attacked by the Gillette Ad, guess what, partner? Time to do some soul-searching.