Your confusion is warranted. Taken purely as a public service announcement, the ad’s tone comes across as insincere, like Regan era “just say no to drugs” propaganda. If it were that easy nobody would have fetal alcohol syndrome. Men know, for example, that if you put your hands on another man to stop him from talking to a woman, (as seen below) you are highly likely to get punched in the face. Or yelled at and shoved into a wall. It feels like Gillette is asking for cash handouts so it can fly to exotic locations and take pictures of itself for Instagram. First they feed guys a bunch of macho gender norms for decades, then they ask me to physically confront them in public? A: I already do that, even though I risk arrest, lawsuits, and physical injuries. B: I don’t feel that Gillette has earned the right to pretend it has my best interests at heart. C: Many men, have already spent their adult lives shouldering the personal costs of policing other men’s behavior. It’s a dangerous and thankless task that has goes completely unappreciated. Gillette gives the impression that they invented confronting domestic abusers, or diffusing stranger’s harassing behavior in public. They seem to think it’s some kind of clever idea that never occurred to men before because of rampant sexism. The add should be an apology on Gillette’s own behalf for contributing to the problem, not an injunction to others to do better.