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Screen shot from new Gillette ad on Gillette YouTube account

Gillette's new ad, which focuses on a culture of "toxic masculinity" more than it does actual shaving, seems to be sitting well with consumers, according to new data from Morning Consult.

Why it matters: The new polling suggests that internet backlash over the controversial ad has been overstated, and that while the ad may not immediately increase Gillette's sales, it was generally received well by consumers.

By the numbers:

  • Most liked the ad: Over 60% of respondents ranked the ad 7 out of 10 or higher.
  • The ad gave Gillette positive brand lift: Before watching the ad, 41% of people said they agreed Gillette “shared their values.” After watching, that number jumped to 71%. More people also said that they felt Gillette was "socially responsible” after seeing the ad.
  • Political leaning impacted reception: Most Democrats (73%) ranked the ad between 7 and 10, while only 48% of Republicans did the same.
  • Women liked it slightly more than men: 64% of women liked it vs. 57% of men.

The big picture: Earlier polling from Morning Consult suggests that consumers do want brands to take a stand on some issues, like civil rights and criminal justice reform, but not wade into politics directly.

Go deeper

UN Security Council meeting on Israel-Gaza as fighting enters 7th day

Smoke billows from a fire following Israeli airstrikes on multiple targets in Gaza on May 16. Photo: Mohammed Abed/AFP via Getty Images

The United Nations Security Council was preparing to meet Sunday, as the aerial bombardment between Israel and Hamas between entered a seventh day.

The latest: Four Palestinians died in airstrikes early Sunday, as Israeli forces bombed the home of Gaza's Hamas chief, Yehya al-Sinwar, per Reuters.

6 hours ago - World

In photos: Protests in U.S., across the world over Israeli–Palestinian conflict

A protest march in support of Palestinians near the Washington monument in Washington, D.C. on May 15. Photo: Andrew Caballero-Reynolds/AFP via Getty Images

Thousands of people rallied across the U.S. and the world Saturday following days of violence in Gaza and Israel that's killed at least 145 Palestinians, including 41 children, and eight Israelis, per AP.

The big picture: Most demonstrations were in support of Palestinians. There were tense scenes between pro-Israeli government protesters and pro-Palestinian demonstrators in Winnipeg, Canada, and Leipzig, Germany, but no arrests were made, CBS News and DW.com report.

Updated 14 hours ago - World

Biden in call with Netanyahu raises concerns about civilian casualties in Gaza

Photo: Ahmad Gharabli/Nicholas Kamm/Getty Images

President Biden spoke to Israeli Prime Minister Benjamin Netanyahu Saturday and raised concerns about civilian casualties in Gaza and the bombing of the building that housed AP and other media offices, according to Israeli officials.

The big picture: At least 140 Palestinians, including dozens of children, have been killed in Gaza since fighting between Israel and Hamas began Monday, according to Palestinian health officials. Nine people, including two children, have been killed by Hamas rockets in Israel.