Unless you’ve been avoiding the headlines all week, you’ll know by now that Gillette’s latest ad has caused quite the controversy.

The Procter & Gamble-owned brand released a new take on its famous slogan ‘the best a man can get’, with a 1m49s spot that challenges men, in the wake of the #metoo movement, to redefine masculinity for the next generation – ‘to say the right thing and to act the right way’.

Piers Morgan took to Twitter to voice his objections, “I’ve used @Gillette razors my entire 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.” Prompting a slew of articles from the likes of The Pool and Stylist in defence of the ad and its sentiment.

The advertising industry, meanwhile, was also split – Tom Goodwin, Executive Vice President of Innovation at Zenith, speaking to The Drum, applauded the ‘boldness’, while Dan Cullen-Shute, Chief Executive and Co-Founder of Creature was less complimentary. “I think this is rubbish. I hate it. Overblown tripe, dripping with self-importance.”

One thing is for certain, the ad has certainly generated a LOT of column inches – and by that metric alone it must be deemed successful; although the YouTube stats say different – at the time of writing, the ad had 577K dislikes and just 217K likes. The view count was more than 10 million.