Do not imagine that “boys will be boys” is ever going to be an excuse for bad male behaviour again. The world’s perception of masculinity wasn’t rocked first by the #MeToo movement. That had already happened, with brands like Dove and Axe/Lynx at the spearhead. Of course, this isn’t something new, now and wow by brands. Brands have always shaped what we think about ourselves and others – largely, you have to admit, for their own benefit. But their new conversations do have the ability to do something more positive – and more important – than making us attend to the odours we inflict on others.
And Gillette’s new spot by Grey New York, We Believe: The Best Men Can Be is the right ad at the right time to pick up the banner against toxic masculinity and fly with it into global fame. Thank you, Piers Morgan, for helping that to happen with your outdated thoughts.
The ad takes hold of Gillette’s classic tagline, The best a man can be, and turns it into a question that challenges society’s idea of masculinity. Is it manly to engage in real and virtual bullying, sexual harassment and misogyny? Is it manly to keep the gender imbalance entrenched in business life?
The new tagline is The Best Men Can Be, and the ad is running on TV in the US and online in 30-second and 60-second versions.
https://youtu.be/koPmuEyP3a0
“Is this the best a man can get? Is it?” the ad’s voiceover asks. “We can’t hide from it. It’s been going on far too long. We can’t laugh it off. Making the same old excuses.”
“Gillette believes in the best in men,” said Gary Coombe, president, P&G Global Grooming, in a statement.
“By holding each other accountable, eliminating excuses for bad behaviour and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”
The ad was created by creative director, Patrick Conlon, and executive creative director, Joe Mongognia, at Grey New York and directed by Kim Gehrig, whose work includes Sport England’s, This Girl Can series and Viva La Vulva for Libresse.
The campaign website TheBestMenCanBe.org contains Gillette’s mission statement that acknowledges the role advertising plays in shaping culture and makes this promise, “From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.”
It also outlines Gillette’s commitment to donate at least US$1 million annually the next three years to organisations designed to help men of all ages “achieve their personal best”. Boys & Girls Clubs of America is to be the initial recipient.
Credits
Agency: Grey New York
Worldwide Chief Creative Officer: John Patroulis
Deputy Chief Creative Officer: Jeff Stamp
Executive Creative Director: Joe Mongognia
Group Creative Director: Asan Aslam
Creative Director: Patrick Conlon
Planning Director: Kristian Henschel
Account Management: Brian Weston, Marie Massat, Robert Chedid, Julie Ressler & Lindsay Auerbach
Project Manager: Joey Scarillo
Executive Production: Townhouse
VP & Executive Producer: Katy Hill
VP & Integrated Producer: Rondell Wescott
Production Company: somesuch
Director: Kim Gehrig
DOP: Adam Arkapaw
Executive Producer: Nicky Barnes
Line Producer: Saul Germaine
Editing: Cosmo Street
Editors: Joshua Berger & Tom Lindsay
Head of Production: Anne Lai
Executive Producer: Maura Woodward
Post Production: Moving Picture Company (MPC)
Sound Design: Heard City
Music: Future Perfect Music
