For three decades, Gillette promised its customers “The Best a Man Can Get.”

An individual. Acquisitive. Assertive. And always clean-shaven.

Now, Procter & Gamble, the maker of Gillette, is out with a new ad, “We Believe,” that challenges the image of masculinity it once promoted. has ignited a debate about gender and cultural branding, as well as about the power exercised by multinational corporations in shaping evolving ideas about family and relationships in the #MeToo era.