Gillette's newest ad, 'The Best a Man Can Be', has created a social media firestorm in the last few days. We sat down to discuss the reaction, the cultural context behind it and our response to the ad. Drawing on our interviews with Warren Farrell, Cassie Jaye and our experience leading men's retreats, we ask whether the ad is helping men or toxic in and of itself. We recently had an article in the Guardian about our men's retreats: https://www.theguardian.com/lifeandstyle/2018/dec/15/the-search-for-my-inner-hero-a-modern-masculinity-retreat Our retreats: https://www.rebelwisdom.co.uk/retreats Gillette 'The Best a Man Can Be': https://youtu.be/koPmuEyP3a0 Article by Fernando Desouches, MD of New Macho (https://www.newmacho.co.uk/): https://www.campaignlive.co.uk/article/gillette-fell-progressive-man-trap/1522981 Warren Farrell ,'Men Have to Speak Up!': https://youtu.be/BC5Cq8Qgy_o Warren Farrell, 'Men and Women after #metoo': https://youtu.be/ESiyb28fTQ4 'Men and Women after #metoo - A New Conversation': https://youtu.be/9CizXBr91Js APA masculinity guidelines: https://www.apa.org/about/policy/boys-men-practice-guidelines.pdf APA's clarification on masculinity guidelines: http://division51.net/homepage-slider/twitter-message-not-reflecting-the-guidelines-for-boys-and-men/ We're leaving Patreon, so to help us make more films and get access to exclusive content, become a Rebel Wisdom member here: https://www.rebelwisdom.co.uk/plans