Personally, I don’t see anything wrong with the message in the film clip. It is important that men call out sexist and derogatory behaviour when they see it.
But when a corporation whose sole function is to sell devices that remove facial hair, begin to assert that it is their place to tell men how they can be more morally responsible, it’s no wonder why some feel as though Gillette have played the wrong note.
I love the ad’s message.
As for whether or not this is Gillette’s place to speak on morality: I think inherent in the ad’s message itself is the message that it is everyone’s responsibility to speak up when they see harassment.
The problem with the ad, which you hit on squarely, is that’s still an ad.
Gillette would have us believe that the goal of the ad is to improve the social climate for harassment victims, both women and men.
Most viewers believe that the goal of the ad is to sell razors.