In January 2019, Gillette began a new marketing campaign, "The Best Men Can Be", to mark the 30th anniversary of the "Best a Man Can Get" slogan. The campaign was introduced with a long-form commercial entitled "We Believe", and aims to promote positive values among men—condemning acts of bullying, sexism, sexual assault, and toxic masculinity. While the campaign received praise for its acknowledgement of current social movements and for promoting positive values of masculinity, it also faced a negative response—including from right-wing critics—being called left-wing propaganda, accusatory towards its customers, and misandrist and there were calls for boycotts of Gillette.