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

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

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 “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.”


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



Please login with linkedin to comment


Latest News

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]