Gillette and Proximity Spain recently released a spot that takes on one of the most awkward times in any person’s life, puberty. They released a spot which celebrates puberty with an ode to teenage moustaches. The very charming spot turns a very sensitive time full of insecurity in a young boys life to a time of acceptance and celebration.
About the Spot that Celebrates Teenage Moustaches
The Gillette 60-second spot starts with sad and dejected teenage schoolboys being teased for their scruffy and scanty beginnings of facial hair on their upper lips. They try to endure the teasing classmates, eventually the gain confidence and embrace their scanty and scruffy teenage moustaches. The schoolboys even belt out a song as they embrace their moustaches. It culminates with several of the boys standing on chairs or tables, proudly belting the words “a moustache” amid peers and teachers.
With the spot, Gillette and Proximity Spain are shifting the focus to young men, and to the years when ideas of masculinity are first being formed. Beyond the video campaign, Gillette and Proximity Spain will be promoting the campaign through other means. The shaving brand will be donating $1 million per year for the next three years to nonprofit organizations. Some of these organizations include the Boys & Girls Clubs of America. They are doing this to support broader efforts to promote a new cultural understanding of masculinity.
The shaving brand will also be partnering with primary and secondary schools in Spain to launch a debate program for 14- to 16-year-old boys that it hopes will “help young men to accept themselves as they are and break through any barrier preventing them from being themselves.”
Proximity Spain Speaks on the Campaign
Eva Santos, the chief creative officer for Proximity Worldwide spoke about the campaign. “It was always part of the global strategy we developed for Gillette in the Spanish market, based on encouraging men to find their own voice out of the stereotypes about imposed masculinity,” she said. “Within that strategy, it was always about approaching preteens, as it is a key stage in shaping masculinity.”
She talked about how puberty sees the beginnings of masculinity, and that is where they have found an insight never before addressed in advertising: peach fuzz, a visible symbol of a whole series of changes that come with puberty [that] can create a complex for young men.