San Francisco (CNN Business) Gillette's newest advertisement isn't about shaving, or beards or personal hygiene.

The company's "We Believe" ad -- a one minute and 48 second spot posted to its social media accounts this week -- addresses serious issues like toxic masculinity, sexual harassment and #metoo.

Gillette plays on its famous tagline and asks: "Is this the best a man can get?"

Reactions to the commercial have been mixed, and predictably extreme. Some offered praise for the progressive ad while others have threatened to boycott the razor company

"We expected debate. Actually a discussion is necessary. If we don't discuss and don't talk about it, I don't think real change will happen," Pankaj Bhalla, Gillette's North America brand director, told CNN Business.

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