Gillette’s Powerful New Ad About Toxic Masculinity Takes on the Phrase ‘Boys Will Be Boys’
We love a funny commercial that makes us laugh, but even better is one that touches on relevant current events and makes you think.
How does a razor brand make such an impact on a such a serious movement? Well, the minute and a half ad called “We Believe” starts off with several clips of news footage from real-life portrayals of sexual harassment, bullying and other types of what’s referred to as “toxic masculinity.”
“We can’t laugh it off,” we hear the narrator say. “Making the same old excuses. But something finally changed. And there will be no going back.”
The ad then shifts focus to show that instead of egging on men in an event of “toxic masculinity” that they can actually do something to help the situation—like stepping in to stop a bullying attack or confronting an act of sexual assault.
The ad uses real videos and events to showcase their point, even adding a clip of former NFL player, actor, and Proctor and Gamble spokesman Terry Crews testifying in support of a sexual assault bill.
The ad praises the males who are already doing this, but touches on the fact that it’s not enough. They even utilize their 30-year old tagline in a whole new way: “The Best A Man Can Get.”
“This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,” Gillette brand director Pankaj Bhalla said. “We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘boys will be boys’ is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”
“Gillette believes in the best in men; that by holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can deliver positive change that will matter for years to come,” Gary Coombe, president of Gillette parent Procter & Gamble’s global grooming business.
The ad was developed by Gillette’s advertising agency, AOR Grey, and was directed by Kim Gehrig.
With such a controversial topic, the ad of course is receiving some varying opinions.
“Thank you for this, @Gillette. Although I never shave my body hair due to my feminist principles, I’m going to start buying your razors anyway in order to support your brave work,” someone tweeted in support of the ad.
“Your name might be on my football stadium, but you just kissed my business goodbye. Boys are not monsters-in-waiting. Period,” an angry non-supportive Twitter user wrote.
To check out the ad for yourself, watch the video below.
What do you think of this new Gillette ad? Do you think it goes too far, or do you think it hits on just the right points?