Gillette made a risky bet with a new ad referencing the #metoo movement and questions around “toxic masculinity.”

If the intention was to stir the debate, it succeeded. The ad drew immediate, impassioned reactions on social media: calls for boycott of parent company Procter & Gamble Co. (PG.N) from men who said they were offended by “political correctness” and praise from people who called it brave to challenge gender norms.

It’s not the first big brand to take on hot, dividing issues. Nike also got criticized and lauded a few months ago with a campaign featuring the controversial football player-turned-activist Colin Kaepernick.

In the ad, razor maker Gillette draws on its old slogan “The Best a Man Can Get” to take a fresh look at what it means to be a man in today’s world. The clip, produced with advertising giant WPP’s Grey unit, was directed by Australian filmmaker Kim Gehrig.