Overall, the ad prepared for Gillette’s “The Best Men Can Be” campaign was a powerful and thoughtprovoking piece of storytelling that resonated with viewers around the world. These scenes were accompanied by a voiceover that urged men to hold themselves and others accountable for their actions, emphasizing the importance of being the best versions of themselves. These scenes were juxtaposed with footage of news reports and commentary highlighting the prevalence of such behaviors in society. This ad, released in January 2019, challenged traditional notions of masculinity and called on men to aspire to be their best selves by confronting toxic behaviors and promoting respect, empathy, and accountability. Despite these challenges, Gillette’s “The Best Men Can Be” campaign also garnered support and praise from many consumers, advocacy groups, and social commentators who applauded the company for taking a stand on important social issues.
It offers both inspiration and caution to marketers, demonstrating messaging’s power and the risks of alienating audiences. Despite the controversy, the Gillette commercial has left its mark on advertising history. The ad challenged the phrase “boys will be boys,” questioning long-standing excuses and aligning with calls for change. While some brands have succeeded, others, like Gillette, faced significant backlash. Gillette’s campaign marked a shift where corporations increasingly embrace social values in marketing. Traditionally, many brands steered clear of controversy to appeal to broad audiences.
Gillette suggested that men’s validation comes from women, with the tagline “The best a man can get.
The Gillette logo and tagline “The best a man can get” accompany the ad. A close look reveals that Gillette, through visual symbols, implies toxic masculinity is society’s fault.
Some people took issue with the advertisement because it was directed by a woman. PR expert Mark Borkowski called the advert part of a “fantastically well-thought through campaign”, adding that it appealed to a younger generation that were very aware of the power of advertising and marketing on society. The advertisement shows men intervening to stop fights between boys and calling other men out when they say sexually inappropriate things to women in the streets. “There are a lot of men who want to stand up for a different type of masculinity, but for many there has not been a way for men to express that, we just need to give them a voice,” he said. But Duncan Fisher, head of policy and innovation for the Family Initiative, welcomed the company’s revolutionary shift in messaging and said it played into a new narrative about positive masculinity. Engaging with the #MeToo movement, the company’s new advertising campaign plays on its 30-year tagline “The best a man can get”, replacing it with “The best men can be”.
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The campaign includes a three-year commitment by Gillette to make donations to organizations that “help men achieve their personal best”. The Best Men Can Be was a reproach against negative male behavior, including bullying, sexism, sexual misconduct, and toxic masculinity. The campaign title is a play upon a notable past Gillette ad slogan “The Best a Man Can Get”, which dates back to the 1980s.
Isn’t it a bit condescending to expect so little of boys and men? The video asks, isn’t it time to dismiss the outdated notion that “boys will be boys”? With over 2.5 million views (and counting), comments range from calls to fire Gillette’s team to questions about targeting demographics.
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The ad received swift responses on social media, with some applauding Gillette for tackling a tough topic and challenging people to stop abusive behavior. In the age of #MeToo, the company asks customers to ditch “the same old excuses” for harmful behavior and be better. “Is this the best a man can get?” Gillette asks, challenging its own 30-year-old tagline. Scruffy guys stand behind smoking grills and chant “Boys will be boys will be boys.” In a viral new ad campaign, razor company Gillette is questioning whether this is really the best men can get — and causing a stir on social media.
It’s my humble opinion that this spot was created to be fawned over by people impressed by Gillette’s awareness of social issues, not to affect sales. Gillette representatives, themselves, say, “the controversy was not the intended goal of the ad, which is part of a larger campaign that takes a look at redefining Gillette’s longtime tagline The Best a Man Can Get.” And, third, at the risk of being called a “Snowflake,” I am miffed at being called “part of the problem” and told I need to “get my head checked” if I dare question the contents and motives behind the Gillette ad. Rob says Gillette will have anticipated a negative reaction to the advert from some people. Comments on the video are largely negative, with viewers saying they will never buy Gillette products again or that the advert was “feminist propaganda”. The razor company’s short film, called Believe, plays on their famous slogan “The best a man can get”, replacing it with “The best men can be”.
It is to be appreciated that sales remained stable despite boycotts. Gillette succeeded with their core target (younger consumers) despite older male backlash. The advertisement and filming techniques and content that revolutionized the advertising landscape can be looked at as a master class in bold marketing. There builds a long-term legacy along the line of this advertisement strategy and social messaging. Most importantly, the brand established new industry standards for authentic corporate activism.
Critics Argued:
Will men even have penises in the future? The company aimed to spark conversations, engage viewers, and change perspectives on its brand and role. Gillette anticipated and prepared for the backlash before launch. The campaign’s true intent is evident behind the scenes.
Millions of people watched the ad, and controversy surrounding it was vast. First, it takes on the appearance of a self-aware rebrand by playing on “the best a man can get,” Gillette’s long-standing tagline. Despite calls for boycotts, the campaign also garnered support from loyal Gillette customers who appreciated the company’s commitment to social responsibility and applauded its efforts to drive positive change. In response to the campaign, some customers called for boycotts of Gillette products, vowing to switch to competing brands or stop purchasing Gillette altogether. Some customers expressed disappointment or frustration with the campaign’s messaging, feeling that it missed the mark or failed to address underlying issues effectively.