Gillette has taken a moment to reflect on their “The Best a Man Can Get” campaign, which launched 30 years ago, and has now released a new campaign in response to the #MeToo movement.

The campaign, which depicts a range of scenarios where men act inappropriately towards women, urges men to step up and hold each other to a higher standard.

MPC teamed up with Grey and director Kim Gehrig on the campaign. MPC’s Mark Gethin did the grade, and the VFX and finishing was handled by MPC’s New York studio.