Proctor & Gamble is getting slammed on social media for an ad they just released encouraging men to change their behavior. The problem is, they pigeonhole all men into one big lump of violent thugs. Notably absent, according to one brave Imam, is an important segment of men—those who adhere to Sharia Law.

Gillette’s new ad called, “We Believe The Best Men Can Be”, encourages men to rethink the way they raise their own sons.

It totally generalizes by showing men barbecuing, fighting, and harassing women. We understand that it’s all about connecting to the #MeToo movement but that’s pushing the generalization that all men harass women.

Gillette explained the idea behind their ad to the Wall Street Journal: “This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own. We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”

Here’s the ridiculous ad:

One man in particular, found Gillette’s ad to be embarrassingly lopsided, for calling out men for their so-called egregious behavior, while completely ignoring men who adhere to Sharia Law.

Imam Mohamad Tawhidi, who is known for calling out Islamic extremists while promoting love, blasted Gillette for ignoring actual crimes against women that Muslim men who adhere to Sharia Law, commit every day.

Tawhidi responded to Gillette’s commercial by telling them who they forgot to include in their condemnation of men video. Tweeting: Hi ,

I can’t find your video on men who:

1. Force women to undergo FGM,

2. Force their wives and daughters to wear a Burqa,

3. Kill their women for leaving the religion,

4. Rape their wives because their Imam allows it,

5. Form rape gangs across Europe.

Thank you. 

Great question. The very brave Imam Tawhidi, or the “Imam of Peace,” has asked a powerful question, one that Gillette is sure to ignore, as they wouldn’t want to find themselves caught up in any controversy…right? 

So, who is Imam Tawhidi, or the “Imam of Peace?”

Last year, UK publication, The Spectator, caught up with the popular Imam, to find out why his message resonates with so many people of every race, origin, and religion. Imam  Mohammad Tawhidi was born in Iran and moved to Iraq when he was twelve. His father was a senior Imam in Iraq.

Here is a portion of the interview with Imam Tawhidi by The Spectator:

By any measure, the trajectory of Sheikh Imam Tawhidi to public prominence has been remarkable. From relative obscurity in South Australian circles, Tawhidi has become one of this country’s chief voices condemning Islamist extremism. Even if the name doesn’t immediately register, chances are that you will have seen him in the media, appearing on numerous current affair programs or contributing to the Huffington Post.

Through his promotion of the harmonious elements within Islam – the moniker he runs by is, in fact, ‘The Imam of Peace’ – it would seem that Tawhidi would be an obvious poster boy for the Australian government. The Imam is young, well presented and articulate. He is charming, has successfully utilized social media and has a strong following amongst the Australian public. Perhaps most importantly to a government that yearns for unity amongst its electorate, Tawhidi is an immigrant who champions the integration of fellow expats into the Australian community. The complete package, as it were.

However, there is a barrier preventing Australian elites from supporting this maverick cleric, and that is that he does not follow the liberal narrative. Instead of simply condemning obscene teachings associated with his religion, Tawhidi demands modification. Rather than apologize for shortcomings within the immigrant community, the Imam has called for immediate action, encouraging a ban on Islamic schools and Islamist organizations like Hizb’ut Tahrir. Through this, Tawhidi has even received the endorsement of none other than Ayaan Hirsi Ali – perhaps the most famous anti-Islamist (and Islamic) activist in the world – who has suggested that Tawhidi should be ‘elevated’ to sit amongst and give counsel to politicians and leaders.

Tawhidi is, therefore, one of those rare public figures: a reformer who not only denounces elements of Islam but actually seeks to restructure its teachings and interpretations. However, in the current global environment, the courage to promote such ideas inevitably leads to danger; the threat of violence is so present that Tawhidi has been forced to implement constant security measures in both his professional and private life.


143SHARES

Join The Conversation. Leave a Comment.