If the company pushed a message that is shown to be hypocritical (by say a multitude of recent ex-employees), then I'd criticise the company for that.
Judging by the reactions on YouTube, I think this advert's potential to increase sales is pretty limited, because there are three basic audience reactions:
1 - Positive/agree with the basic message - To these people I think this advert comes across as "water is wet" and would only increase sales with this audience if there was a competing company that had already come out with an opposite message (one that endorses toxic masculinity).
2 - Neutral reaction to the basic message - This crowd probably has the biggest potential to be swayed by the advert purely because it is an advert for Gillette. I also think it's the smallest audience because - judging by the reactions on YouTube - the message is pretty damn divisive (twice as many dislikes as likes, and some commenters are asserting that their dislikes have been taken off).
3 - Negative reaction to the message - These people are highly unlikely to buy Gillette products now.
Therefore I very much doubt that the marketing department of Gillette is stupid enough to think that broadcasting a controversial* message is going to result in a net increase in sales. Furthermore if Gillette has a dodgy recent history with regard to toxic masculinity, this advert will only encourage ex-employees to come out of the woodwork to denounce them.
* - controversial in the sense that there are enough snowflakes out there getting butthurt by it.
I used to get mildly irritated when seeing advertising material that attempted to show as diverse groups as people as possible, but the last decade or so of experience has taught me that there are still plenty of people out there who ride on the assumption that foreigners are bad and need to be convinced otherwise, and so I file experiences like that kind of advertising to be similar to the "paradox of tolerance" because it isn't a paradox at all but basic common fucking sense, so the only thing to get irritated about is that many people still need to learn to live and let live.