Skylar Reed
The Gillette commercial, known for its impactful messaging and cultural relevance, has sparked curiosity about the advertising company behind its creation. The ad, which often addresses themes like masculinity, social responsibility, and personal grooming, is a product of the creative minds at Grey Advertising, a renowned global agency. Grey, part of the WPP network, has been instrumental in crafting Gillette’s campaigns, blending storytelling with brand values to resonate with audiences worldwide. Their work on Gillette commercials exemplifies how advertising can go beyond selling products to initiate meaningful conversations.
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What You'll Learn
- BBDO Worldwide: Known for creating iconic Gillette ads, including the Best a Man Can Get campaign
- Grey Global Group: Collaborated on Gillette’s Champions series, featuring athletes like Tiger Woods
- Wieden+Kennedy: Crafted Gillette’s First Shave ad, celebrating transgender men’s journeys
- McCann Worldgroup: Developed Gillette’s The Man in the Arena campaign, inspired by Teddy Roosevelt
- andSunny: Created the controversial yet impactful We Believe ad addressing toxic masculinity
BBDO Worldwide: Known for creating iconic Gillette ads, including the Best a Man Can Get campaign
BBDO Worldwide has cemented its reputation as a powerhouse in the advertising industry, particularly through its long-standing partnership with Gillette. One of its most celebrated creations is the "Best a Man Can Get" campaign, which has become synonymous with the Gillette brand. This campaign, launched in the late 1980s, redefined masculinity by linking Gillette’s products to aspirational qualities like confidence, success, and self-improvement. The tagline itself is a masterclass in simplicity and resonance, embedding itself into popular culture and remaining relevant decades later. BBDO’s ability to craft a message that transcends time highlights its strategic brilliance in understanding consumer psychology and brand identity.
Analyzing the campaign’s success reveals BBDO’s meticulous approach to storytelling. The ads didn’t just sell razors; they sold an image of what it meant to be a man in a rapidly changing society. By featuring diverse scenarios—from a father teaching his son to shave to a professional athlete preparing for a game—BBDO created relatable narratives that appealed to a broad audience. This emotional connection transformed Gillette from a functional product into a symbol of personal growth and achievement. The campaign’s longevity is a testament to BBDO’s skill in balancing timeless themes with contemporary relevance.
For brands looking to replicate Gillette’s success, BBDO’s strategy offers valuable lessons. First, focus on creating a core message that resonates beyond the product itself. Second, invest in storytelling that reflects the values and aspirations of your target audience. Third, ensure consistency across all platforms while allowing room for evolution to stay culturally relevant. For instance, Gillette’s recent updates to the campaign, addressing modern issues like toxic masculinity, demonstrate how BBDO adapts its approach without losing the essence of the original idea. This balance between tradition and innovation is key to sustaining iconic campaigns.
A practical tip for marketers is to study how BBDO integrates product features into broader narratives. Instead of highlighting technical specifications, the Gillette ads emphasize how the product enhances the user’s life. For example, the smooth shave becomes a metaphor for a smooth, confident day. This technique can be applied across industries: focus on the emotional benefit rather than the product itself. Additionally, BBDO’s use of high-profile partnerships, such as sports endorsements, underscores the importance of aligning with figures who embody the brand’s values. This amplifies the campaign’s reach and credibility.
In conclusion, BBDO Worldwide’s work with Gillette, particularly the "Best a Man Can Get" campaign, serves as a blueprint for creating enduring and impactful advertising. By blending emotional storytelling, cultural insight, and strategic adaptability, BBDO has not only elevated Gillette’s brand but also set a standard for the industry. Marketers can draw inspiration from this approach, focusing on crafting messages that resonate deeply while remaining flexible enough to evolve with societal changes. The campaign’s continued relevance proves that when done right, advertising can transcend its commercial purpose to become a cultural touchstone.
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Grey Global Group: Collaborated on Gillette’s Champions series, featuring athletes like Tiger Woods
The Gillette Champions series, a groundbreaking campaign that paired the brand with some of the world's most iconic athletes, was a collaborative effort involving the Grey Global Group. This partnership exemplifies how strategic alliances between advertising agencies and global brands can create impactful, memorable campaigns. By featuring athletes like Tiger Woods, the series not only elevated Gillette's brand image but also redefined the role of celebrity endorsements in advertising.
Analyzing the campaign, Grey Global Group’s approach was twofold: first, to align Gillette with the precision, performance, and excellence embodied by top athletes, and second, to humanize these sports icons by showcasing their daily routines. For instance, Tiger Woods, known for his relentless pursuit of perfection on the golf course, was portrayed using Gillette products as part of his preparation—a subtle yet powerful message linking the brand to discipline and success. This strategy resonated with audiences, particularly men aged 18–45, who aspired to emulate the qualities of their sports heroes.
From a practical standpoint, the campaign’s success can be attributed to its authenticity. Grey Global Group ensured that the featured athletes genuinely used Gillette products, avoiding the pitfalls of forced or inauthentic endorsements. For brands looking to replicate this model, the key takeaway is to prioritize alignment between the brand’s values and the endorser’s persona. For example, if your brand emphasizes innovation, partner with athletes or influencers known for pushing boundaries in their field. Additionally, incorporating behind-the-scenes content, as seen in the Champions series, can add depth and relatability to the campaign.
Comparatively, while many brands have leveraged celebrity endorsements, the Gillette Champions series stands out for its focus on storytelling. Unlike campaigns that merely slap a famous face on a product, Grey Global Group crafted narratives that intertwined the athlete’s journey with Gillette’s promise of precision and reliability. This narrative-driven approach not only increased brand recall but also fostered emotional connections with consumers. For instance, the campaign’s tagline, “The Best a Man Can Get,” became synonymous with both the athletes’ achievements and the brand’s commitment to quality.
In conclusion, the collaboration between Grey Global Group and Gillette on the Champions series offers valuable lessons for advertisers. By focusing on authenticity, strategic alignment, and storytelling, brands can create campaigns that transcend traditional advertising. Whether you’re a marketer planning a celebrity endorsement or a business owner considering brand partnerships, the Gillette Champions series serves as a blueprint for success. Remember, it’s not just about who you feature—it’s about how you tell their story in a way that amplifies your brand’s message.
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Wieden+Kennedy: Crafted Gillette’s First Shave ad, celebrating transgender men’s journeys
The Gillette ad that captured global attention for its bold stance on masculinity was the brainchild of Wieden+Kennedy, a renowned advertising agency known for its innovative and culturally impactful campaigns. In 2019, the agency crafted a groundbreaking commercial titled "First Shave," which featured a transgender man, Samson Bonkeabana, experiencing the milestone of shaving for the first time. This ad was part of Gillette's broader "The Best Men Can Be" campaign, which aimed to redefine modern masculinity by addressing toxic behaviors and celebrating positive male role models.
Analytically, Wieden+Kennedy’s approach to this ad was both strategic and empathetic. By centering the narrative on a transgender man’s journey, the agency tapped into a cultural conversation about inclusivity and self-acceptance. The ad’s emotional resonance lay in its simplicity: it portrayed a father teaching his transgender son how to shave, a universal rite of passage reimagined through a lens of diversity. This choice not only humanized the brand but also positioned Gillette as a forward-thinking company willing to challenge societal norms. The ad’s success hinged on its ability to balance authenticity with commercial appeal, avoiding tokenism while delivering a powerful message.
Instructively, the creation of such a campaign required meticulous planning and sensitivity. Wieden+Kennedy collaborated closely with LGBTQ+ organizations to ensure the ad’s narrative was respectful and accurate. The agency also focused on casting, selecting individuals whose stories genuinely reflected the experiences of transgender men. For brands aiming to replicate this level of cultural relevance, the key takeaway is clear: authenticity must drive the creative process. Token gestures or superficial representations risk alienating audiences, while genuine storytelling fosters trust and connection.
Persuasively, the impact of "First Shave" extended beyond its immediate viewership. The ad sparked conversations about gender identity and masculinity, challenging viewers to reconsider their preconceptions. Gillette’s willingness to take a stand on such a polarizing issue demonstrated the power of advertising as a tool for social change. Critics argued that the ad was a risky move, but Wieden+Kennedy’s execution proved that brands can address complex topics without sacrificing commercial success. This campaign serves as a blueprint for companies seeking to align their messaging with progressive values while maintaining relevance in a rapidly evolving cultural landscape.
Comparatively, Wieden+Kennedy’s work on "First Shave" stands out in the advertising world for its boldness and specificity. Unlike generic diversity campaigns that often feel obligatory, this ad was deeply personal and purposefully targeted. It contrasted sharply with other brands’ attempts to address similar themes, which often lacked the emotional depth and cultural nuance that Wieden+Kennedy brought to the table. By focusing on a single, powerful story, the agency created a campaign that felt both intimate and universally relatable, setting a new standard for inclusive advertising.
Descriptively, the ad itself is a masterclass in visual storytelling. The soft lighting, close-up shots, and minimal dialogue create an atmosphere of intimacy and vulnerability. The father’s gentle guidance and the son’s mix of apprehension and pride are palpable, making the viewer feel like a silent witness to a deeply personal moment. Wieden+Kennedy’s use of symbolism—the razor as a tool of transformation, the mirror as a reflection of identity—adds layers of meaning to the narrative. This attention to detail is what elevates the ad from a mere commercial to a cultural artifact, one that continues to resonate with audiences long after its initial release.
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McCann Worldgroup: Developed Gillette’s The Man in the Arena campaign, inspired by Teddy Roosevelt
The Gillette commercial, "The Man in the Arena," is a powerful piece of advertising that has left a lasting impact on viewers. But who was behind this thought-provoking campaign? The answer lies with McCann Worldgroup, a global advertising agency that has been responsible for numerous iconic ads. In this case, they drew inspiration from an unlikely source: Teddy Roosevelt's famous speech, "Citizenship in a Republic," delivered at the Sorbonne in Paris in 1910.
To understand the campaign's effectiveness, let's break down its key elements. The commercial features a diverse cast of men, each facing their own challenges, from bullying to gender inequality. The voiceover, a powerful recitation of Roosevelt's words, serves as a call to action, urging men to be better, to strive for greatness, and to take responsibility for their actions. This approach is a masterclass in emotional storytelling, as it taps into universal themes of courage, vulnerability, and self-improvement. By aligning Gillette with these values, McCann Worldgroup created a campaign that resonates with audiences on a deep level, fostering a sense of loyalty and engagement.
From a strategic perspective, the campaign's success can be attributed to its ability to balance brand messaging with social commentary. Instead of simply promoting Gillette's products, the ad encourages a broader conversation about masculinity and personal growth. This is achieved through a clever interplay of visuals and audio, where the speech's powerful words are juxtaposed against intimate, relatable scenes. For instance, a father teaching his son to shave becomes a metaphor for passing down values and life lessons. This nuanced approach allows the campaign to connect with viewers on multiple levels, making it more memorable and impactful.
One of the most remarkable aspects of "The Man in the Arena" is its timeless quality. Despite being inspired by a speech over a century old, the campaign feels fresh and relevant. This is a testament to McCann Worldgroup's ability to adapt and reinterpret historical references for a modern audience. By doing so, they've created a campaign that not only promotes Gillette but also sparks important discussions about contemporary issues. For brands looking to create similarly enduring campaigns, the key takeaway is to identify core values that transcend time and cultural boundaries, ensuring the message remains resonant and meaningful.
In practical terms, replicating the success of "The Man in the Arena" requires a deep understanding of your target audience and the cultural context in which your campaign will be received. Start by identifying a powerful, universal theme that aligns with your brand values. Then, find creative ways to weave this theme into your narrative, using storytelling techniques that evoke emotion and encourage reflection. Remember, the goal is not just to sell a product but to create a connection that goes beyond the transactional. By following these principles, you can develop campaigns that not only drive sales but also leave a lasting impression on your audience.
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72andSunny: Created the controversial yet impactful We Believe ad addressing toxic masculinity
The Gillette commercial, titled "We Believe: The Best Men Can Be," sparked intense debate upon its release in 2019. Created by the advertising agency 72andSunny, the ad tackled the thorny issue of toxic masculinity head-on, a bold move for a brand historically associated with traditional ideals of manhood.
Instead of showcasing shaving routines or chiseled jawlines, the two-minute spot depicted scenes of bullying, harassment, and aggressive behavior, all under the guise of "boys will be boys." It then pivoted to portray men intervening, challenging these behaviors, and embracing positive masculinity – fathers teaching sons empathy, bystanders stepping in to stop harassment, and men holding each other accountable.
This approach was a calculated risk. 72andSunny understood the potential for backlash, but they also recognized the cultural moment. The #MeToo movement had brought issues of gender inequality and harmful masculine norms to the forefront. Gillette, a brand deeply embedded in male grooming, had an opportunity to leverage its platform for social commentary. The ad's message was clear: brands can no longer remain neutral on social issues. Consumers, especially younger generations, expect companies to take a stand.
72andSunny's strategy was twofold. Firstly, they employed a powerful narrative structure, juxtaposing negative behaviors with positive alternatives. This "before and after" format allowed viewers to witness the potential for change. Secondly, they utilized authentic, diverse casting, showcasing men of different ages, ethnicities, and backgrounds, making the message more relatable and inclusive.
The ad's impact was immediate and polarizing. While some praised its courage and relevance, others accused it of "man-bashing" and political correctness. The controversy fueled online discussions, generating millions of views and sparking debates about masculinity, gender roles, and corporate responsibility.
Despite the backlash, "We Believe" achieved its primary goal: it got people talking. It forced a conversation about toxic masculinity into the mainstream, challenging long-held beliefs and encouraging self-reflection. 72andSunny's bold creative decision demonstrated the power of advertising to go beyond selling products and contribute to cultural discourse. The ad's legacy lies not in its sales figures but in its ability to provoke thought, spark dialogue, and potentially inspire positive change.
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Frequently asked questions
The Gillette commercial titled "The Best Men Can Be" was created by the advertising agency Grey Advertising, in collaboration with Gillette's in-house marketing team.
The original "The Best a Man Can Get" campaign, launched in the late 1980s, was developed by BBDO, a prominent advertising agency known for its creative work.
The 2019 Gillette ad addressing toxic masculinity was produced by Grey Advertising, working closely with Gillette's parent company, Procter & Gamble, to develop the campaign.
