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Reading: Gillette’s Back With More Toxic Masculinity, But Is It All More Of The Same?
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B&T > Campaigns > Gillette’s Back With More Toxic Masculinity, But Is It All More Of The Same?
Campaigns

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

Staff Writers
Published on: 13th February 2020 at 10:10 AM
Staff Writers
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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:

https://youtu.be/GnaChQh5Slo

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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TAGGED: Ad campaigns, Gillette, Saatchi & Saatchi
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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