Gillette's 'Toxic Masculinity' br Campaign Causes Backlash Gillette's new "We Believe" ad br takes aim at "toxic masculinity" br amid the #MeToo movement. Though the ad has been br praised by many, others br view it in a negative light. Former Gillette customer, via YouTube Other former customers announced their switch to another brand. Some women even found the ad to br be hypocritical. Pahjak Bhalla, Gillette's brand manager, has released a statement. Pahjak Bhalla, to 'The Wall Street Journal' Gillette will also donate br $3 million to non-profits "designed to help men of all ages achieve their personal best.