A challenge to "toxic masculinity" is what Gillette's latest viral ad has been described as.
The shaving brand's classic slogan of "The best a man can get" has been subverted in the new advertising campaign to "The best a man can be".
Gillette says on its website it was time brands acknowledged the role they played in influencing culture.
"As a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man," it said.
While many social media users have celebrated and praised the Gillette ad, it's triggered furious reactions from some men.
Outspoken Donald Trump supporting actor James Woods says the company is "jumping on the 'men are horrible' campaign" with it.
Some men have taken to social media with photos and videos of them throwing out Gillette products in protest.
Among those defending the ad on Twitter is Bernice King, daughter of the late civil rights icon Martin Luther King, who says: "This commercial isn't anti-male. It's pro-humanity."