Masculinity. It appears to be a big topic right now. It’s being forced to change and, so far, the men’s brand that stood behind that change, Gillette, has been pilloried for its efforts to move that along.

Now another men’s shaving brand, Harry’s, has joined the party. With agency partner, Brothers & Sisters, Harry’s has launched a partnership with world-renowned Tottenham striker & England Captain, Harry Kane, to promote difference, integrity, hard work and determination.

The hero 30-second monochrome ad, directed by Caviar’s Thomas Ralph, is strikingly sparse. Kane stands on the top of football goal crossbar and delivers a declaration that includes the statements, “I am not afraid to lead, I am not afraid to be criticised, to ask for help, to tell my daughters I love them. I am not afraid to be myself and if that makes me different, I’ll choose different every time.”

Founder of Brothers & Sisters, Andy Fowler commented, “We set out to make a piece of work that would stand out from the crowd, just like Harry Kane stands out from the crowd and Harry’s razors stand out from the crowd. One shot, in black and white, with Harry Kane opening up, while standing on the crossbar of the pitch in Chingford where he scored many of his goals as a kid. It’s not like other ads. And all the better for it.”

#IAMNOTAFRAID will run across television in the UK and digital video, plus Harry’s and Harry Kane’s social channels.

Credits 

Creative agency: Brothers & Sisters

Production Company: Caviar

Director: Thomas Ralph

Executive Producer: Sorcha Shepherd

DOP: Chris Sabogal

Editor: Jack Singer

Producer: Neil Cray

Editing: Stitch

Audio: Wave

Colour and Post Production: Time Based Arts