Gillette’s Back With More Toxic Masculinity, But Is It All More Of The Same?

Gillette’s Back With More Toxic Masculinity, But Is It All More Of The Same?

Gillette’s #MeToo as was arguably the most divisive campaign of 2019; lauded as groundbreaking by many, while others went so far as to call for a global boycott of the brand after it was deemed mere man-bashing.

Undeterred, the world’s biggest razor manufacturer is back exploring similar themes in a new spot out of the UK called ‘Made of What Matters’.

The ad stars Manchester City FC player and global ambassador Raheem Sterling and touches on themes of mateship, racism and male violence.

The bleak spot is the work of Saatchi & Saatchi, with Gillette apparently giving its incumbent creative agency, Grey, a miss on this one. Check the work out below:

Alongside the TVC, Gillette is partnering with youth education charity Football Beyond Borders (FBB) which uses the power of football to support disadvantaged young people in the UK.

Gillette brand manager for the UK and Ireland, Matt Thomas said the partnership builds on Gillette’s commitment to “celebrate those who always aspire to be the best version of themselves and who encourage others to stand up for what they believe in”.


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  • Philip Huzzard 1 week ago

    That’s better!

  • Anne Miles 1 week ago

    Very glad to see Gillette back on this track. Good stuff. This campaign solves a lot of the negativity of the last and is very positively handled. Glad that they are continuing… Anything less would reveal a lack of authenticity in motivation for this type of work.

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