Bro! Not Cool

Confirmed 60,901

Part of a series on "The Best Men Can Be" Gillette PSA. [View Related Entries]

About

Bro! Not Cool refers to a scene from the Gillette's "The Best Men Can Be" advertisement in which one man stops another from approaching a female passer-by. Starting January 2019, a two-panel screen capture of the scene has been used as a template for object-labeling memes.

Origin

On January 14th, 2019, the Gillette YouTube channel^[1] uploaded a short film titled "We Believe: The Best Men Can Be". In one scene of the video, a man tries to approach a female passer-by only to be immediately stopped by another man.

Bro! Not cool, not cool.

Spread

On January 25th, Redditor^[2]^[3] jillianbrodsky posted a two-panel meme and a template based on the scene to /r/MemeEconomy subreddit. The post gained over 33,900 upvotes in three days.

In the following days, versions of the meme were posted across numerous subreddits, including /r/dankmemes^[4], /r/memes^[5], /r/bonehurtingjuice^[6] and /r/prequelmemes^[7], and on Instagram^[8].