It was a calculated video designed to get the reaction it received. They could easily have gotten the same message across without the ham-fisted drama scenes. Show a man crying, hugging his child, pulling away from a fight, etc. Show men breaking these mores in a positive light. I get this was a play off the original, but they over compensated going from glamour to adversarial. Also sticking with the only demographic you can possibly paint negative just shows how safe and by the numbers this was.
I'm still using their products but this is a fairly strange thing for a company to put out. Imagine if Dove's woman's image campaign focused on female toxicity and the pressures woman put on each other? Thankfully rather then delve into that they focused on trying to address unrealistic body image. Also, let's be honest here anyone receptive to this is most likely not it's target. But people are talking about Gillette a lot so, win.