By Lindsay Stein
While Procter & Gamble’s aim with its new Gillette film may have been to support women and end toxic masculinity, 37 per cent of females online had a negative reaction to the spot, according to new research.
The study, conducted by multinational big data research company MavenMagnet, analysed 920,000 posts around the campaign from various sources, including forums, news sites, Twitter, Facebook, Instagram, YouTube and more.
New York-based MavenMagnet will be opening in Dubai in 2019, partnering with Campaign Middle East’s parent company Motivate Media Group.
In the two-minute spot, entitled “The best men can be,” Gillette calls on men to to step up their game a
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