US – The shaving brand tackles issues such as bullying and sexual harassment in its new advert, building on past efforts to redefine its long-standing tagline ‘The best a man can get’.
In 2018, Gillette launched a campaign showcasing the evolution of modern manhood but the most recent advert is the first to challenge viewers with topical issues such as the #MeToo movement. According to Gillette, the latest ad addresses the crossroads at which many men today find themselves, ‘caught between the past and a new era of masculinity’.
The company has also committed to donate £776,500 ($1m, €876,800) a year for the next three years to non-profit-making organisations with programmes designed to inspire, educate and promote positive change among men of all ages. Having previously been a brand that conformed to a very narrow view of masculinity, the initiative reflects a wider climate of Brand Redemption, with Gillette claiming it has ‘a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man’.