Have you seen Gillette’s We Believe: The Best Men Can Be advert yet? If you haven’t, it’s embedded lower down this article, so scroll down and take a look. If you have, you’ll know that it’s a modern marketing masterclass that has caused quite the social media storm, with one side praising its brave stance against toxic masculinity, and the other slamming it for fuelling “the current pathetic global assault on masculinity”.

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