Gillette has vowed to reinforce their campaign against toxic masculinity, following an incident at a bus stop in Auckland.
Tae Park was waiting with other passengers when an intoxicated white man approached him and began making threatening and racist remarks.
When Park began filming, the man became more enraged and threatened to push him in front of traffic, before knocking a cyclist off his bike.
Despite Park’s pleas for help from bystanders, everyone ignored the aggressive white man.
Earlier this year, Gillette released a controversial new video challenging traditional masculine attitudes and behaviour.
The reaction to the video was mixed, with many men in particular feeling unfairly attacked and mislabeled.
Some have even gone so far as to decry this and other, similar campaigns as a “war on men”.
A spokesman for Gillette, Menar Trashe, spoke to The Stuffed Herald about the incident at the bus stop.
“Clearly, men aren’t getting the message.” He said.
“We need to stop prescribing ‘harden up’ pills and start prescribing ‘Stop toxic masculinity’ pills, instead.”
“Despite the objection to our previous video, these brutes have missed the point entirely. This is why we need to run a second campaign.”
The Company’s marketing team has started the planning phase and are considering using Tae Park’s footage.
“We are concerned about two things.” Said Menar Trash to our Herald.
“Firstly, of course, that men are still doing things like drinking heavily and then threatening other people. Secondly, that nobody came to help.”
Our Herald asked Menar Trash why he thought nobody assisted Mr Park.
“Toxic masculinity is to blame here.” He replied.
“The bystanders likely thought Mr Park should have ‘fought back like a man’ and didn’t feel they needed to intervene.”
A release date for the new advertisement has not been confirmed.