Lots to say about this ad; we applaud them for stepping into the swirling stream that is #toxicmasculinity, but how they’ve done it wasn’t grounded. And now they’ve been swept away. Just had to finish that metaphor. 🌊. It’s not believable because they are bending a well known tagline that is and was 💯 self serving and about product performance (nothing wrong with that, gotta make the 💰) and tried to have it become a mantra for a very sensitive social movement. A movement they have never been a part of and, by their own admission, have had a hand in creating the problem. 🤷🏻♂️ Classic example of a company not knowing their message and their moment. Without that it’s too easy to choose words that are trendy yet disconnected from who you are and what you have the potential of saying. Without that, you can’t recontextualize your language to fit your new moment in time.
Their message probably lies at the intersection of self care and identity. But they are lacking a deep belief about men that would anchor their perspective in the truth of today. The fruit of that is an ad that paints all men, especially their loyal older customers, as the problem. Not encouraging, just condemning and judgmental. I know that’s not their heart, but that’s what happens when you pull from shallow soil.
- Men get better from the inside out, not the outside in. It’s more about taking off masks than taking off hair 🤭
- “The best a man can get” is no longer a relevant phrase, too much collective cultural memory around it that’s tied to product performance. That doesn’t cut it anymore 🙄 (yep, a shaving pun)
- They can still own a message about masculinity and have a voice in this very important conversation, just needs to be grounded in something they authentically believe about how a man becomes his best.
The truth is in there @gillette. Let’s go find it. 🤜🏻🤛🏻 #branding #identity #influence #impact #strategy #attention #marketing #communications #workshops #brandidentity #gillette #masculinity #gillettead #thebestamancanbe