Poor snowflakes.

Razor company Gillette has unveiled a new ad calling out toxic masculinity and asking men to be the best they can be. So naturally, men on the internet are having a massive sook about it.

The two-minute promo plays on the company’s iconic slogan “the best a man can get”, depicting scenes of violence, bullying and sexual harassment, and referencing the rise of the #MeToo movement.

“Is this the best a man can get?” asks the narrator. “Is it? We can’t hide from it. It’s been going on far too long. We can’t laugh it off. Making the same old excuses.”

The ad then cuts to a shot of actor Terry Crews testifying before US Congress, insisting that men “need to hold other men accountable”.

“We believe in the best in men,” the ad continues. “To say the right thing. To act the right way. Some already are. In ways big and small. But some is not enough. Because the boys watching today will be the men of tomorrow.”

The ad has been praised in some corners for encouraging men to be the best versions of themselves.

This ad is amazing and made me cry. Bravo @Gillette for taking a stand. This is the kind of world I want my son to grow up in. To all the men offended by this… take a good hard look in the mirror pal and ask yourself why. https://t.co/Ytyi5R01Nr — Melissa Fumero (@melissafumero) January 15, 2019

This is brilliant advertising. https://t.co/xqWKafCSAL — Clementine Ford 🧟‍♀️ (@clementine_ford) January 14, 2019

Amazing call to action. https://t.co/MF1Hivkjfu — Marcus J. Carey (@marcusjcarey) January 14, 2019

But of course, there’s also been a backlash, with a contingent of fragile manbabies vowing to boycott the company for asking them nicely not to be jerks.

I’ve used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.

Let boys be damn boys.

Let men be damn men. https://t.co/Hm66OD5lA4 — Piers Morgan (@piersmorgan) January 14, 2019

So nice to see @Gillette jumping on the “men are horrible” campaign permeating mainstream media and Hollywood entertainment. I for one will never use your product again. https://t.co/uZf7v4sFKm — James Woods (@RealJamesWoods) January 14, 2019

People have been using the hashtag #BoycottGillette to share photos of them throwing their Gillette razors into the rubbish. Given they’ve already paid for those razors, it doesn’t seem like that accomplishes much, but hey, more power to them.

Looks like I’m gonna need some new shaving products. Any company besides Gillette wanna help me out? #BoycottGillette pic.twitter.com/Ioz8bM3PLV — Rollo Tomassi (@RationalMale) January 14, 2019