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On Monday, January 14, 2019, Gillette uploaded a new ad on its YouTube channel early in the morning. The ad titled 'We Believe' was a reimagination of Gillette's iconic 1989 ad 'The Best a Man Can Get' to fit the current zeitgeist. The ad addressed the Me-Too movement, bullying, and toxic masculinity by focusing on 'The Best a Man Can be'. Within four days of its launch, the ad had more than 14 million views and received a severe backlash. News channels worldwide were talking about it - mostly criticizing Gillette's decision to create an ad that seemed to alienate its core customers. The case portrays the advent of this crisis and the development of events over four days until a decision point was reached. The protagonist deals with an episode that warrants illustrating the THRIVE model of resilience. The case allows a discussion of how dramatic developments can, through sound handling, ensure that a company's reputation and a leader's career are not destroyed. Building resilience proactively allows individuals and their organizations to understand similar challenges as a litmus test and an opportunity for growth. P&G had been at the forefront of diversity, equity, and inclusion (DEI) concerning its policy and had started sharing these views through its communication over recent years. But it had never experienced this kind of hostility. The case follows Pankaj Bhalla (Bhalla), Director of Gillette and Venus, North America - a unit of P&G - as he lay awake at night wondering what he should do next to embrace the adversity the company was facing. In the end, despite confronting significant calamity, the case protagonist's career with the organization flourished, making him a potential role model of resilience in fostering DEI.