The underlying assumptions made in the advert are that men are inherently bad – men are violent, sexual predators who have had their way for long enough. Only through the power of encouragement and social grooming can we protect society from the menace that is toxic masculinity.

In no way is being male a psychological problem, but the expression of some male roles that encourage shame, aggression, dominance, and indifference often brew psychological problems on cultural and individual levels. For me, this is where positive masculinity emerges.