Gillette's New-Age Ad Is Progressive, But Will It Work?

James Kirk
Author James Kirk
Collection StoriaBusiness

Gillette's newest social media advertisement doesn’t show shaving, or beards or personal hygiene; it sings praises of new-age manhood – the kind of manhood that shies away from aggressive behaviour and demeaning attitudes toward women.

The company's "We Believe" ad – a one-minute-and-48-second spot posted to its social media accounts this week – addresses serious issues like toxic masculinity, sexual harassment, and #metoo, reports CNN.

Gillette plays on its famous tagline and asks: "Is this the best a man can get?"

Will this video work to fix toxic manhood? Probably not. Gillette needs to run a more sustained campaign to achieve the goal of this ad.

Riding piggy-back on the #MeToo movement seems a fad. The intention may be noble, but latching on to a fad doesn’t help.

Also, a one-off ad fades away from public memory too soon.

Reactions to the commercial have been mixed, and extreme. Some commended the progressive ad while others have threatened to boycott the razor company.

"We expected debate. Actually a discussion is necessary. If we don't discuss and don't talk about it, I don't think real change will happen," Pankaj Bhalla, Gillette's North America brand director, said.

He said he hopes men who watch the video will be inspired to act like role models and show younger children how to stand up to bad behavior and treat other people with respect.

Procter & Gamble, which owns Gillette, has made progressive advertising before.

The company has won accolades for advertisements such as its Always "Like a Girl" campaign and Pantene's "Strong is Beautiful" campaign that shows NFL players braiding their daughter's hair.

The Gillette "We Believe" includes a voice narrating over scenes of bullies, sexual harassment, and masculinity.

Gillette's says its team consulted men across the country, conducted its own studies, and spoke to experts on masculinity.

However, the ad is likely to produce an outcome only with a more sustained advertising campaign.

Is Gillette up to it?

Be the first to like it!

Comments

People also liked

Related stories
1.UK Lawmakers Slam Facebook For Privacy Violations 
2.Survivor Tells Of Fight To Strangle Mountain Lion
3.5 Killed In Illinois Gun Attack At Factory
4.Footballer Sala’s Body Returned To Hometown For Funeral
5.Students Walk Out In Climate Change Protest In UK
6.Hotel Crews Being Trained To Spot Human Trafficking
7.Buying Into No-Buy
8.Indian Lawmakers Summon Twitter CEO Jack Dorsey
9.Soccer Player Hakeem al-Araibi Freed From Thai Jail
10.U.S. Has A Brush With China, Now At Sea
500x500
500x500