Gillette embraced the #MeToo movement in a new ad aimed at men. The ad, which debuted on Sunday, turns the company’s longtime slogan, “The Best a Man Can Get,” on its head, asking viewers, “Is this the best a man can get?” The ad, which is titled “We Believe: The Best Men Can Be,” opens with audio from TV news reports about the #MeToo movement, bullying, and “toxic masculinity.” A narrator then goes on to dispute the notion that “boys will be boys,” asking, “Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.” Other recent efforts by big brands to use advertising as a means to shape social norms have been highly profitable. Despite right-wing pundits predicting financial doom, Nike posted huge earnings after it featured NFL quarterback turned political-rights activist Colin Kaepernick in an ad campaign.