On Sunday, Gillette released an ad titled “We Believe” that highlights the #MeToo Movement, bullying, and “toxic masculinity.”

“Gillette, the Procter & Gamble Co. brand that for three decades has used the tagline, “The Best A Man Can Get,” is building a new campaign around the #MeToo movement, a risky approach that will be the latest test of how successfully big consumer brands can navigate tricky social movements.” wrote the Wall Street Journal.

Watch the full ad below:

Photo: Pixabay