Razor-maker Gillette has released a new ad that encourages men to be, quote, "the best men can be," referencing bullying, the #MeToo movement and "toxic masculinity" as it calls on men to step up their own behavior and hold each other accountable. The nearly two-minute ad, called "We Believe," opens with scenes of news anchors speaking about #MeToo reports with a voice-over asking, "Is this the best a man can get? Is it?" Then, over scenes of men changing their behavior, the voice-over says, "We can't hide from it. It has been going on far too long. We can't laugh it off. Making the same old excuses. But something finally changed. And there will be no going back. Because we ... We believe in the best in men. 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." Gary Coombe, of Gillette's parent company Procter & Gamble, said in a statement, "Gillette believes in the best in men; that by holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal 'best,' we can deliver positive change that will matter for years to come." While getting some positive comments, reports about the ad were drawing criticism on social media, with some comparing the ad to a lecture or complaining about the way it depicted men.