The Gillette “the best a man can get” which was launched in 1989 at the Super Bowl turned 30th recently. On the Gillette “the best a man can get” 30th anniversary the shaving company unveiled its new stance on masculinity. In the campaign created by AOR Grey New York, the shaving company tackled toxic masculinity. Gillette tackled big issues like bullying, sexism and #MeToo, in the new spot they laid the responsibility on men to be better.
About the New Gillette “the best a man can get” Spot
In the 90-second spot, Gillette turns its classic Gillette “The best a man can get” into a question and asks “Is this the best a man can get”. The voiceover asks this question as a group of bullies chase a little boy. They all go through a screen showing one of the brands vintage ads. The spot then cuts to a mother consoling her son after he has been bullied. Then the spot goes into tackling sexual harassment, sexism and #MeToo. After showcasing the effects of toxic masculinity, the ad then shifts to a new era of men.
The new shift talks about a new era of men who hold each other accountable, who say the right things and who act the right way. Gilette’s new spot then goes to applaud men who are already doing these things. The spot then reminds us that we need to stop toxic masculinity because of the boys watching today are the men of tomorrow. With the ad, Gillette changed its classic Gillette “the best a man can get” to “the best a man can be”.
Gillette Speaks and Acts on new Campaign
Speaking about the new campaign Gary Coombe the president, P&G Global Grooming said that the shaving believes in the best in men. He spoke about how men can help to create positive change by holding each other accountable and eliminating excuses for bad behaviour. Coombe also talked about how men can create positive change by supporting a new generation towards working toward their personal best.
The brand as also launched a new brand site to support its new variation of the Gillette “The best a man can get”. The brand site is called TheBestMenCanBe.org, the site provides details about the shaving brand’s new stance. They also plan to donate at least $1 million annually for the next three years to organizations designed to help men of all ages achieve their personal best.