In an attempt to shed (or more accurately, shave) society's toxic masculinity issue, Gillette released a powerful new ad urging men to be better by asking them: "Is this the best a man can get?" The two-minute video, which has drawn praise from the likes of Rosanna Arquette and Arianna Huffington, among others, challenges men to confront issues such as bullying, sexual harassment, and discrimination. However instead of feeling inspired by the ad, many men are outraged at being asked to be respectful, decent human beings.

The ad questions the common "boys will be boys" excuse in reference to issues like the #MeToo movement, bullying, mansplaining, and catcalling. By the end, the video shows men stepping up in everyday situations to treat each other—along with women—with respect.

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“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe pic.twitter.com/hhBL1XjFVo — Gillette (@Gillette) January 14, 2019

But being asked to respect women can be really offensive, I suppose, because dozens of men have decided to boycott Gillette after seeing the ad. Leading the pack of male fragility is Piers Morgan, who declared the ad a "war on masculinity."

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*NEW COLUMN*

I’m so sick of this war on masculinity & I’m not alone - with their pathetic man-hating ad, Gillette have just cut their own throat.https://t.co/QguI8YLZL8 pic.twitter.com/OUP3SwcEZg — Piers Morgan (@piersmorgan) January 15, 2019

Other men also felt attacked at the mere thought of being asked to be better humans, some even claimed the video "cut off their testicles." (Thoughts and prayers to them during this difficult time.) Many called to boycott the brand entirely.

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@Gillette has made it clear they do not want the business of masculine men.



I will grant their wish.



I have used #Gillette razors since they sent me a free sample on my 18th birthday, and will no longer buy any of their products. — Rule The Wasteland (@MongoAggression) January 14, 2019

In a wave of backlash that is almost too ironic to fully unpack, an alarming amount of men (and even some women) pulled the "not all men" card. They argue that not every man sexually harasses women, that not every man is prejudice against gay men, and that not every man promotes a patriarchal society.

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This Gillette ad is nothing more than feminist left wing propaganda to demonize all men & masculinity. For every one man that does bad, there are thousands more that sacrifice & do good. You always hear the bad that men do, but NEVER the good This is why I love conservative women — Joe197 (@mdx3232) January 15, 2019

However, the argument that "not all men" are responsible for sexism, misogyny, and violence against women does not exempt all men from participating in important conversations about tackling toxic masculinity. It does not mean that, because you don't personally harass women (or because you think you don't), you can turn a blind eye when other men do. It does not mean that you have no responsibility in actively building a better society in which men treat women with equality and respect.

Sorry to break the news, but there's no special trophy for men who haven't harassed, abused, or bullied others.

If you are a man who champions women and equality, then there is no reason to be offended by calling out the men who don't. In fact, you can call on your fellow men to join the fight for equality. I promise you it won't even mess up your shave.

Lauren Alexis Fisher Lauren Alexis Fisher is the former market editor for HarpersBAZAAR.com.

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