That toxic masculinity gillette ad

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Leading this week's list of most viewed video ads is Gillette's new spot, "We Believe: The Best Men Can Be."

The campaign has been a hot topic since its release, tackling the topic of toxic masculinity. The grooming company dares men to be better than they are, with "The Best Men Can Be" playing on their well-known tag line "The Best a Man Can Get."

We Believe: The Best Men Can Be | Gillette (Short Film)

and the backlash

What is a man? A response to Gillette

Masculinity is a performance. It’s an act,” said ex-NFL quarterback and feminist activist Don McPherson. “We don't raise boys to be men. We raise boys to not be women or gay men. We don't affirm what a loving man is. … We're not supposed to be effeminate or care or love or be sensitive, and it's all utter BS because we are all these things.”

Men pay a steep price when it comes to masculinity