Gillette Reclaims The Teenage Moustache In Hilarious New Campaign Via Proximity Spain

Gillette Reclaims The Teenage Moustache In Hilarious New Campaign Via Proximity Spain
SHARE
THIS



November is Men’s Health Awareness Month and it is a month where a male attribute—the moustache—takes pride of place as a way to support men with prostate cancer, through the #Movember movement.

Looking back, however, to the life of some men in their teenage years, this same attribute (their moustache), can be a real cause of complex for many teenagers starting to grow what is known as a ‘fuzztache’ or ‘bumfluff’, amongst other things.

This is the insight being used by Gillette, in collaboration with Proximity Spain, in their new campaign, entitled  ‘A Moustache | My Moustache’ with the claim ‘It takes a real man to start being you’.

Gillette has brought this campaign back to revindicate inclusive masculinity, focussing now on a key moment—puberty—a stage that sees the beginnings of the man that each boy will be in the future.

The men’s shaving brand aims to encourage young men to start being themselves and for nobody, not even a brand like Gillette, to tell them what they should do with their physical appearance.

“As a brand, we feel it is important to transmit constructive, positive values, starting with the youngest among us. ‘It takes a real man’ is our effort to prevent men feeling pressurised by stereotypes of any kind, so that they can feel comfortable enough to make their own choices at all times in order to become the best version of themselves,” comments Santiago Antolin, Gillette brand manager Iberia.

The campaign

The campaign revolves around a fun ad featuring some boys using a song as an anthem to make themselves gradually feel better about their first ‘peach fuzz’.

The author of this popular song, called ‘Moustache’, is Stephen Collins Foster, the composer of the classic ‘Oh, Susana’, amongst other songs. His lyrics aim to empower teenagers who notice the beginnings of their first moustache, talking about how good it is to have a good moustache.

The ad will be on TV on 18 November, during the Spanish team’s qualifier for the UEFA Euro 2020 final tournament. And it will be seen on TV and on different digital media over coming weeks.

According to Susana Pérez, ECD at Proximity Spain, “Puberty sees the beginnings of masculinity and that is where we have found an insight never before addressed in advertising: peach fuzz, a visible symbol of a whole series of changes that come with puberty and can create a complex for young men. A brave campaign by Gillette that tells these youths: ‘that nobody should tell you when to start shaving, not even us’.”

The campaign also includes a 60” digital ad that will be hosted on the hayquesermuyhombre.es website, in addition to a brand day on YouTube coinciding with International Man’s Day, and a display campaign.

The campaign also has the collaboration of the celebrities who participated in the previous Gillette #ItTakesARealMan campaign: Paco León, Dani Martín, David Silva, Jesús Vidal, Pau Ribes and Rubén Errebeene. They will all post content relating to the campaign on their social media profiles to encourage young men to start being themselves.

 

 

Please login with linkedin to comment

Gillette

Latest News

Simone Biles Makes History… Becoming The First Olympian With Their Own Emoji
  • Technology

Simone Biles Makes History… Becoming The First Olympian With Their Own Emoji

If you’ve been watching the Olympics these past few days, chances are you’ve probably come across the talent that is US gymnast Simone Biles. Biles has encapsulated viewers with her athletic jumps, flips and all-around gymnastic genius. As a result, Biles has also dominated social media feeds, with fans pouring out their admiration for the […]

by B&T Magazine

B&T Magazine
Australian Study Finds Guidelines Are Needed For Vaping On TikTok
  • Media
  • Technology

Australian Study Finds Guidelines Are Needed For Vaping On TikTok

A study conducted by the University of Queensland has claimed that the social media app TikTok needs to create regulations around vaping. Researchers at the University of Queensland analysed and evaluated the content of over 800, of TikToks most viewed vaping videos. Collectively the TikToks amassed over one billion views.  The study found that 63 […]

ESPN Secures Landmark Deal With NBL
  • Media

ESPN Secures Landmark Deal With NBL

ESPN and the National Basketball League have extended their broadcast partnership for a further three seasons as part of an expanded television rights package. ESPN and the National Basketball League announce a new expanded agreement that will run for three seasons, until the end of the 2023/24 NBL season. The landmark broadcast deal comes with […]

Workit Spaces Launches Aussie First ‘Beyond The Store’ Web Series
  • Marketing

Workit Spaces Launches Aussie First ‘Beyond The Store’ Web Series

Sydney-based co-working startup, Workit Spaces, announced today the launch of ‘Beyond The Store’, a six-part web series to uncover the smarts and passion behind successful Australian eCommerce businesses. Workit Spaces has gone where no other coworking hub has gone before, by investing over $100,000 to tell the stories of six Australian eCommerce businesses and how […]

Semi Permanent Sydney Announces New Dates For 2021 Festival
  • Marketing

Semi Permanent Sydney Announces New Dates For 2021 Festival

In light of the prolonged lockdown occurring throughout New South Wales, Semi Permanent Sydney has announced new dates for this year’s festival. It will now take place between 17-19 November 2021 at Carriageworks. “Our mission, always, is to craft the best and most valuable experience for both our speakers and audience, and to ensure the […]

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
  • Advertising
  • Media

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore

Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]

Hootsuite Appoints Maggie Lower As Chief Marketing Officer
  • Marketing
  • Media

Hootsuite Appoints Maggie Lower As Chief Marketing Officer

Social media management solutions company Hootsuite, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]