To celebrate its 30th anniversary, Procter & Gamble’s manly brand Gillette is taking its famous tagline “The Best a Man Can Get” to a new level by deeply analyzing what the word “the best” means for both the company and its clients. To expand its search, Gillette introduced a new marketing campaign and a charitable program, specially created to honor the remarkable stories of men who are setting a positive example for the others and also stand as a source of inspiration for little boys.
To shout out loud their latest approach to get the best in men, the company joined forces with agency Grey New York and created a program-leading short film, entitled “We Believe,” directed by the acclaimed Kim Gehrig. The video starts with some of men’s toxic behavior patterns, bullying, and addresses the #MeToo movement as well. It then continues by showcasing some examples of what men can do to change these bad manners into better and positive ones that should inspire other men, their friends, and their families.
“Gillette believes in the best in men,” said Gary Coombe, president, P&G Global Grooming. “By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”
The New York-based agency’s spot for Gillette aims to redefine the word “best” and addresses a question for all men around the world: “Is this the best a man can get? Is it?” Although the brand takes a stand against wrong kinds of behavior and wants to change the stereotypes that spin around the image of a man (how many times have you heard the line “Boys will be boys” whenever a man does something wrong?), while strongly believing that it can help future generations make a positive change towards eliminating the culture of “toxic masculinity,” we must say that the company has not succeeded.
From a lady’s point of view, the ad sets a good message: it empowers people to be part of the global conversation on women’s rights. And that’s a nice message. But if a man watches this spot, things are a bit different. How you may ask? Well, according to the internet, many of manhood members felt directly offended by the new Gillette’s ad.
“Sc*w you #Gillette with your needless virtual signaling & generalization. You have indirectly waged a war against masculinity who made your company successful. Good luck now making razors for feminazis who don’t even use it. #Gillette Ad,” says an internet user. Even the YouTube video proves that Gillette might have become a “dead” brand for most internet users: up until now, the video has gathered over 700k dislikes, whilst the likes list has amassed only 370k in numbers.
According to the internet, one swallow does not make a summer. So, you have to do better than that, Gillette, if you want to make a good impression on your customers. Now, to be fair, the company has already done something. Just continue reading…
Aside from infuriating the internet, the brand has brought some good news. Gillette is taking action by committing to donating $1 million per year for the next three years to The Boys & Girls Clubs of America. Through this initiative, the company wants to help men of all ages to achieve their personal best. Besides financially supporting NGOs, Gillette is committed to delivering and inspiring men to be more respectful, eliminate the bad types of behavior, and start being role models for others.
Credits:
Advertiser: Procter & Gamble
Brand: Gillette
Agency: Grey New York
Worldwide Chief Creative Officer: John Patroulis
Deputy Chief Creative Officer: Jeff Stamp
Executive Creative Director: Joe Mongognia
Group Creative Director: Asan Aslam
Creative Director: Patrick Conlon
Planning Director: Kristian Henschel
EVP, Global Account Director: Brian Weston
SVP, Global Account Director: Marie Massat
VP, Global Account Director: Robert Chedid
Account Supervisor: Julie Ressler
Account Executive: Lindsay Auerbach
Project Manager: Joey Scarillo
EXECUTIVE PRODUCTION: Townhouse
VP, Executive Producer: Katy Hill
VP, Integrated Producer: Rondell Wescott
Music Producer: Kurt Steinke
Casting Supervision: Nina Pratt
Talent Manager: Alice Lambrides
Business Manager: Suzanne Voss
Production Company (location): somesuch
Director: Kim Gherig
Director of Photography: Adam Arkapaw
Executive Producer: Nicky Barnes
Line Producer: Saul Germaine
Editor (person & company): Cosmo Street
Editors: Joshua Berger + Tom Lindsay
Head of Production: Anne Lai
Executive Producer: Maura Woodward
VFX, Picture Finishing, and Telecine: Moving Picture Company (MPC)
VFX Supervisor: Thiago Porto
Colorist: Mark Gethin
Creative Director: Alvin Cruz
Flame Artists: Joey Deady + John Shafto
2D Lead: Rob Ufer
Executive Producer: Matthew Loranger
Color Executive Producer: Meghan Lang
VFX Producer: Aiste Akelaityte
Color Producer: Rebecca Boorsma
Sound Design (person & company): Heard City
Sound Engineer: Keith Reynaud
Asst Sound Engineer: Tom Morris
Executive Producer: Gloria Pitagorsky
Music: Future Perfect Music
Composer/Artist: John Connolly, Adam Hochstatter, Ben Pacheco
Arranger: Victor Magro
Song title: Reach Out
Executive Producer: Maxwell Gosling