Gillette's new advertisement, about masculinity in a time of #MeToo, has done what all media is now required to do in order to be seen as effective: polarised opinion. On one side, we have lofty liberal approval because the advert is right on. On the other, conservative backlash to a message seen as demonising and emasculating men and a call to boycott Gillette products because you know, boys-cott will be boys-cott (sorry, could not resist).

The commercial begins nicely enough with typical examples of aggressive masculine behaviour, and the suggestion that we stop excusing this with an attitude of 'boys will be boys'. So far, so okay. While it's no news flash, there is a basic truth in that all parts of gendered conditioning are harmful to us all. But, after this, the film starts to deflate. Men should hold other men accountable it says, and presents scenarios in which 'good' men intervene and — control 'bad' men's behaviour. But, isn't that how society is already structured? We praise certain kinds of idealised dudes as unconventional, who defeat existing power, bend it to their will. Think of the names that have come up in various phases of #MeToo: Weinstein, Pachauri, Tejpal.