Gillette Campaign Championing Positive Masculinity Sends Internet Into Frenzy

Gillette Campaign Championing Positive Masculinity Sends Internet Into Frenzy
B&T Magazine
By B&T Magazine



A new campaign from razor brand Gillette which asks men to hold themselves and each other accountable for bad behaviour has sliced the internet in half.

From Grey and directed by Kim Gehrig the campaign was launched globally yesterday via the brand’s YouTube and Twitter.

The spot, titled ‘The Best Men Can Be’, falls back on a slogan it had used in previous campaigns, ‘Is this the best a man can get?’.

Already, criticism has been heaped on the spot, with everyone from journalists to media commentators voicing their opinion on the polarising campaign.

While professor Mark Ritson has slammed the campaign in an op-ed, claiming it “isn’t just a waste of ad budget but an expensive exercise in destroying its dominant market share.”

Adding the ad has a “preachy” tone.

Piers Morgan echoed Ritson’s sentiment in a tweet, claiming he would no longer use the brand.

While public figures are scrutinizing the ad, Twitter users are praising the bravery of the Gillette.

Although critics claim Gillette is simply latching onto a trending topic, the brand has vowed to donate $1m a year for three years to non-profit organisations with programs “designed to inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation”.

On the Gillette website, the brand wrote: “It’s time we acknowledge that brands, like ours, play a role in influencing culture.

“From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.

“In the ads we run, the images we publish to social media, the words we choose, and so much more.”




Please login with linkedin to comment

campaign Gillette toxic masculinity

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]