Gillette Abandons The “Toxic Masculinity” In Brave New Aussie Campaign Via Havas

Gillette Abandons The “Toxic Masculinity” In Brave New Aussie Campaign Via Havas
B&T Magazine
By B&T Magazine



Razor brand Gillette has ramped up the machismo in a new Australian campaign for its SkinGuard range, but it still comes with the all-important message that’s become the norm of parent company P&G’s campaigns.

The new spot, the work of  Havas Sports & Entertainment, features Aussie firefighter Ben Ziekenheiner talking about the dangers of the profession and how daily shaving is a requirement of the job due to the proper fitting of breathing equipment during fires.

Towards the end of the spot, we’re introduced to Ziekenheiner’s young daughter, a nice way to highlight the perils of a firefighter’s job. Check out the spot below:

The ad is certainly a different approach from Gillette’s controversial “toxic masculinity” spot from February that garnered global attention and calls for men to boycott the brand.

Last month, P&G took a $US8 billion ($A11.8 billion) write down in the value of the Gillette business. Its detractors claiming it was a result of the “toxic masculinity” campaign, while P&G blamed it on the strengthening of the US dollar and a trend back to beards.

Commenting on the new Aussie campaign, Manu Airan, associate brand director for Gillette Australia and New Zealand, told News.com.au: “We have a very clear strategy when it comes to how we authentically connect with our consumers.

“We will continue to talk about what is important to Gillette and that is representing men at their best and helping men do their best. That is not changing. We will continue to do that and demonstrate it in different ways.”

CREDITS

Client: P&G (Gillette ANZ)

Agency: Havas Sports & Entertainment

General Manager/Executive Producer: Francis Coady

Executive Creative Director: Nick Snelling

Director: Andrew Flakelar

Producer: Katerina Loizou (One Green Bean Agency)

Account Director: Patrick Millington Buck

Cinematographer: Matt Toll

Editor: Beau Simmons

Colourist: Matt Fezz

Sound Design: Matt Perrott (Uncanny Valley Sound Studio)

Music: Jonny Higgins

 

 




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