PIERS Morgan furiously clashed with a Good Morning Britain guest today over a new Gillette advert which tackles toxic masculinity.

The shaving brand's powerful #MeToo-inspired promo addresses issues such as bullying, sexist behaviour and sexual harassment before reworking its famous tagline to ask: "Is this the best a man can get?"

5 Piers Morgan had a heated debate on Good Morning Britain over the new Gillette advert Credit: ITV

Piers said: “What Gillette is now saying, everything we told you to be, men, for the last 30 years is evil. Now you’re all evil people, you’re all toxic with your masculinity.”

He added: “I think it’s repulsive…the implication we all have something to apologise for? Shut up Gillette.

“You spent the last 30 years telling us to be masculine. There is nothing wrong with being masculine, now you want us to feel sorry and apologetic.

“Sorry, no, I’m not going to.”

5 Hosts Piers and Susanna Reid debated the new ad with guests Harriet Minter and Peter Lloyd on today's show Credit: ITV

Journalist Harriet Minter was left open-mouthed when author Peter Lloyd argued the razor brand should make an advert showing the "worst of women" - including fake rape allegations.

But she was told to let Peter finish after Piers laid into her about being "angry" at the suggestion of an advert showing women's bad qualities.

Peter argued: "You could teach women not to make false rape allegations, not to commit paternity fraud, not to deny fathers their rights to their children after divorce.

"This advert is really dangerous. This politically-motivated war on men is very malevolent."

Harriet angrily replied: "Six per cent of rape allegations end in conviction. That is appalling, that is appalling and revolting."

5 Journalist Harriet Minter locked horns with presenter Piers on the show this morning Credit: ITV

Piers then cut in and said: "No, because of the premise of the Gillette advert is that all men are predators until proven otherwise.

"Look how angry you were, look how you erupted with rage at Peter's suggestion that he makes a commercial which focuses on bad women and how they can be better."

Having won Piers over with his argument, Peter then turned to co-host Susanna Reid and Harriet and fumed: "You two, identifying as feminists... [points at Susanna], you've got three sons. Where's your outrage on this matter?"

5 Susanna and Peter also clashed over the subject Credit: ITV

Defending herself, Susanna said: "Hang on, Peter has just made an allegation towards me as being a mother of three boys.

"I think this is celebrating the spectrum of masculinity.

"I totally understand you have your viewpoint, but you've asked me to explain mine and I think it's very important that men don't feel trapped in a certain expectation.

"I don't want them to have to be a certain vision of masculinity, they can be sensitive and loving and caring."

Peter said "breaking news", while Piers argued that there is nothing wrong in encouraging men to be successful and all those qualities too.

5 Men have threatened to boycott Gillette after the brand put out a new advert

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Gillette has faced a backlash since the ad's release with some men vowing to now boycott the shaving firm's products.

Critics taking to social media claim the brand has "insulted their own user base".

One person tweeted: "Get Woke, Go Broke. I will no longer be using your products. I am not a bad person because I am male."

Gillette's ​latest advert​ ​isn't about shaving​ instead it addresses ​issues like toxic masculinity​ and sexual harassment

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