Gillette has been combatting masculine stereotypes, toxic masculinity and gender stereotypes with its latest campaigns. Now they have taken their fight to Spain. Gillette Spain together with creative agency Proximity Madrid created a new campaign to combat Masculine. The campaign was produced entirely in Spanish and follows the shaving brand’s global strategy to target a new, more inclusive and diverse man.
Gillette Spain’s New Campaign asks “Are you Man Enough”
As part of Gillette’s fight against gender stereotypes, the brand took its fight to Spain and released a new spot. The spot was directed by Miguel Angulo and the voice over at the beginning talks about how men are always being told how to behave. It then asks, “Are you man enough to admit you’re afraid?” leading into footage of singer Dani Martín playing to a packed crowd. The spot continues with the same line of questioning. The voice over continues to ask the question “Are you man enough” and the question is applied to different circumstances which are related to 5 other Spanish celebrities. These celebrities include actors Paco León and Jesús Vidal, synchronized swimmer Pau Ribes, soccer star David Silva and photographer/drag queen Rubén Errebeene. The ad finally ends with one question: “Are you man enough to be you?”
Apart from the 50-second spot, the campaign includes two 20-second spots. These 20-second spots feature a series of testimonials from celebrities explaining what “It takes a real man” means to them. There’s also a social media campaign centred on the celebrities and the hashtag #ittakesarealman.
About Gillette’s are you Man Enough Campaign
According to the brand, the idea for the campaign came after the brand together with Salvetti Llomabrt conducted a study on masculinity. The study revealed that 75% of Spanish men do not identify with traditional male stereotypes. It revealed that 70% of respondents said they struggled to fit into these stereotypes. 45% reported feeling pressured to fit within societal norms, according to the study. In the study, 80% revealed that they plan to change, or are already changing, the way they bring up children free of these stereotypes.
As part of the goal to change the narrative on gender stereotypes, the shaving brand is funding a program. It is a program of interactive chats with teens where they can discuss the concept of masculinity. It lets them talk about how the concept of masculinity doesn’t have to prevent them from acknowledging feelings or prevent them from self-expression. They created a safe and free environment for these teens to talk about these issues. The program is being developed by psychologists and sociologists. They will be collaborating with universities and other institutions.