The razor maker Gillette is taking on toxic masculinity. Based on the furious reaction to this effort in some quarters, the message is more needed than perhaps we even realized.

In a new two-minute advertisement, the famous Procter & Gamble brand tells men to “say the right thing” and “act the right way.” The ad plays on the company’s slogan, “The best a man can get,” replacing it with, “The best men can be.” It portrays a montage of male bullying, harassment and sexist behavior and men stepping in to intervene to stop the behavior.

“So nice to see @Gillette jumping on the ‘men are horrible’ campaign permeating mainstream media and Hollywood entertainment,” tweeted actor James Woods. “I for one will never use your product again.” Fox News host Greg Gutfeld echoed the outrage by claiming that the ad is “crapping all over…men” and adding, “it’s almost as if [they] hate men.” Piers Morgan tweeted, “’I’ve used @Gillette razors my entire adult life but this absurd virtue-signaling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.