Gillette has come up with a new advertisement. And this time it is not for any of its shaving products. The new ad challenges the traditional concept of masculinity and is hard hitting.
Gillette needs no introduction. This popular men’s brand has been around for more than 115 years. Around 30 years ago, it debuted its famous tagline “The Best a Man Can Get.” Since then, the brand has striven to create the image of a man who is assertive, independent, and always cleanly shaven. It became a standard to be reckoned with. But in their new ad, the brand has redefined what it means to be the ‘best man.’
The ad addresses issues like sexual harassment, discrimination, bullying, toxic masculinity and #MeToo. It begins with a voiceover focussing on the #MeToo issue and harassment. Then, the narrator asks a profound question: “Is this the best a man can get?”
The ad then progresses to show different scenarios playing out where one can see boys and men misbehaving. The visuals with voices of “Boys will be boys” then change into visuals where men are shown doing the right thing, behaving in the right way, and standing up for what is right.
According to the text on Gillette’s website, “As a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.”
The ad which has created a stir and is going viral on social media has also drawn flak from some quarters. Some of the men have hit back threatening to boycott the brand.
So, what do you think of this initiative by Gillette? Will it help in bringing about a change? Do let us know.0
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