Gillette launches global controversial ‘We Believe’ short film directed by Aussie expat Kim Gehrig
Thirty years after first introducing the tagline “The Best A Man Can Get,” Gillette is taking a fresh look at what it means to be “the best” and how we continue to portray those ideals in a modern way. Because in a world where the actions of the few can taint the reputation of the many, we know there’s work to be done – together.
The program-leading short film, entitled “We Believe,” was developed by Gillette’s global advertising agency of record Grey New York and directed by acclaimed Australian expat director Kim Gehrig, who is represented locally by Revolver/Will O’Rourke.
The film showcases Gillette’s POV of how people can work together to set the right example for the next generation of men and take positive actions that change the culture of “toxic masculinity.”
Says Gary Coombe, president, P&G Global Grooming: “Gillette believes in the best in men. By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”
The film and charitable program is dedicated to celebrating the stories of men making a positive impact, and to inspire others in the process. The film begins with a compilation of actions commonly associated with “toxic masculinity.” More importantly, it then showcases examples of how men can take actions large and small to create meaningful change for themselves, their loved ones, their peers and set the right example for the next generation of men. Because it’s only by challenging ourselves to do more that we get closer to our best.
Says Gary Coombe, president, P&G Global Grooming: “As the world’s largest marketer to men, we knew that joining the dialogue on ‘Modern Manhood’ would mean changing how we think about and portray men at every turn. As a starting point, and effective immediately, Gillette will review all public-facing content against a set of defined standards meant to ensure we fully reflect the ideals of respect, accountability and role modeling in the ads we run, the images we publish to social media, the words we choose, and more. For us, the decision to publicly assert our beliefs while celebrating men who are doing things right was an easy choice that makes a difference.”
Creative Agency: Grey New York
Worldwide Chief Creative Officer: John Patroulis
Deputy Chief Creative Officer: Jeff Stamp
Executive Creative Director: Joe Mongognia
Group Creative Director: Asan Aslam
Creative Director: Patrick Conlon
Planning Director: Kristian Henschel
EVP, Global Account Director: Brian Weston
SVP, Global Account Director: Marie Massat
VP, Global Account Director: Robert Chedid
Account Supervisor: Julie Ressler
Account Executive: Lindsay Auerbach
Project Manager: Joey Scarillo
Executive Production: Townhouse
VP, Executive Producer: Katy Hill
VP, Integrated Producer: Rondell Wescott
Music Producer: Kurt Steinke
Casting Supervision: Nina Pratt
Talent Manager: Alice Lambrides
Business Manager: Suzanne Voss
Production Company: somesuch
Director: Kim Gehrig
Director of Photography: Adam Arkapaw
Executive Producer: Nicky Barnes
Line Producer: Saul Germaine
Editor: Cosmo Street
Editors: Joshua Berger + Tom Lindsay
Head of Production: Anne Lai
Executive Producer: Maura Woodward
VFX, Picture Finishing, and Telecine: Moving Picture Company (MPC)
VFX Supervisor: Thiago Porto
Colorist: Mark Gethin
Creative Director: Alvin Cruz
Flame Artists: Joey Deady + John Shafto
2D Lead: Rob Ufer
Executive Producer: Matthew Loranger
Color Executive Producer: Meghan Lang
VFX Producer: Aiste Akelaityte
Color Producer: Rebecca Boorsma
Sound Design: Heard City
Sound Engineer: Keith Reynaud
Asst Sound Engineer: Tom Morris
Executive Producer: Gloria Pitagorsky
Music: Future Perfect Music
Composer/Artist: John Connolly, Adam Hochstatter, Ben Pacheco
Arranger: Victor Magro
Song title: Reach Out
Executive Producer: Maxwell Gosling
38 Comments
Now Kim has done a wonderful job with the material – I cannot fault her direction at all.
But this direction that Gillette has chosen to take is fraught with peril.
Depending on how it is viewed – you might interpret it as it was intended (an uplifting call to arms), or else it might be interpreted as yet another lecture that scolds and patronises their target market. ‘Brandsplaining’ as it were.
Unfortunately I think it veers toward the latter. The strategy is tone deaf to the broader market outside the left-leaning ad industry that created it. And that’s the problem with the strategy.
Gillette is the leader in its market. If they were a challenger brand then you might decide that rubbing 30% – 40 % of your customers the wrong way to make the other 60% nod their heads is worth it. But a market leader doing this?
I know P&G have history with Dove in tackling social issues – but they were uplifting. They were about loving yourself no matter what society says.
I might be wrong, but I suspect Gillette will one day regret presenting themselves as the school-marm to a market with a broad spectrum of political views.
Conservatives are so fickle that by the time their re-up on razor blades comes, they’ll already have 1800 other things to whinge about and will easily fork over their cash to the capitalist demigods. It’s easy to be duplicitous, but it’s really hard to shave with an axe.
This is what the snowflake world is coming too.
Great job Gillette. You’ve just Schick’d me off.
This is really great.
Sure, it’s a little over-the-top in its attempt to be stirring. And the examples of how men should intervene when other guys are being dicks are a little unrealistic. It’s also up there on the cliche index. But there’s guy humour there too, and if you forget the brand for a minute, you’re left with men talking to men about post #metoo masculinity. Commercial goals aside, Gilette is undeniably lending their not insignificant megaphone to the cause. This is huge. Not so much how they’re doing it, but that they’re doing it.
Rather than leave average guys wondering how to behave as they’re hit with constant messages about men being creeps, and even feeling victimised (poor men), the message provides guidance, not just blame. While still holding them to account.
I felt incredibly cynical about Fearless Girl when it dropped, mostly because the company that commissioned it had only minimal female representation on their board. But this feels different.
It’s kind of lumbering, but it will make a difference.
While the evolution of ‘The best a man can get’ is obviously in a current-year context, one can’t help but feel that there’s a certain “best” directive for men in mind here, and it’s not letting each man figure out his own “best”.
YOU SELL RAZORS YOU FUCKING GOOFS, NOT SOCIOLOGY LECTURES. This advert will do fuck-all-to-zero to change behaviour. If you like it, you’re already the “best” they have in mind. If you don’t, I seriously doubt repeat viewings of a message from a hygiene products brand will bring you around.
“It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.
From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.”
This is such a huge shift from a global brand that has been pedalling the same bare-chested-muscle-man stereotype for decades. As much as the execution might have moments of cliché, it’s nice to see a company considering their social impact and owning their potential to further change.
Something gross about a multinational lecturing me on my moral compass. So many brands have done this in the right way but this makes me gag a little – and I’m a greens voter and eat kale and all that shit.
Not sure.. just fuck off and be a razor company and don’t jump on the band wagon when its now convenient (and your data is telling you this direction will sell).
Maybe it’s the gaggy music or that annoying as fuck american voiceover. Execution is tacky generally.
Just because you choose a righteous topic doesn’t automatically make it good work.
As a woman watching this I feel it’s a step in the right direction but I don’t know if men will actually pay attention. I think humour might have been a more attention grabbing approach.
I have always thought the ‘Little Pinkie’ Road Safety campaign was gold. I appreciate the music, the direction and understand the creative here but I don’t know if this will actually cut through the noise of what women have to put up with every day.
I think there’s a lot of leeway here that men will give themselves credit for ie. stopping their son from fighting but continuing to treat female coworkers (not in a boardroom) with the same dismissive contempt. The message needs to be clearer and not cushioned in syrupy strings and a silky VO!
It’s the equivalent of saying ‘Women, be the best you can be’ and making a whole ad about housework.
Yeah, nah.
I agree with @Copy Desk and @Read the Website.
This is a big shift for a global brand. If you’ve ever worked on one you’d know how difficult it is to pull that off. On that level it must be applauded.
It also must be applauded for inspiring men to be better. Anything that pushes that conversation in the right direction right now is a good thing.
It also doesn’t stop men being their ‘menly’ selves—the platform still enables that. Just has a layer of depth it never had before.
It is also a shit-ton better than their usual work. Again, that has to be applauded.
This will trouble the juries in both sense of the word—for creative and effectiveness. There will be savage debates about whether this is a success. So I suspect most of the negativity here is jealousy.
This ad makes me ashamed to be in Advertising. To blatantly ride a bandwagon dressed up as ‘caring’ and ‘our role’ is sickening.
To anyone in Advertising who approves of this money-making trick, you have finally entered the “Emperor’s New Clothes” syndrome. That’s when you can’t see the naked truth because you’ve clothed it in some glittering words. You talk yourself into believing whatever you create is omnipotent- and can’t get down offyour righteous pedestal.
What might have been impressive, is if Gillette donated millions to organisations that actually help boys and men overcome real life problems which prevent them from becoming “the best they can be.” That would be a real sign of good.
Instead, they stand to reap millions from the media attention and hysterical flag waving from believers.
Hang your head in shame Gillette advertising department- you went there. Profit at all cost.
Other than on CB, most commentators will only support this ad because it places them in a safe, defendable position.
Personally, I’d like to see a female version of this ad where women’s toxic bitchiness, focus on fashion, make up, beauty, passing judgement on other women whom haven’t had babies by a certain age and not willing to have hairy armpits.
But I doubt that will happen. At least, not yet…
C’mon boys you have nothing to fear but fear itself. And perhaps advertising.
@POSITIVE What a very unsophisticated response to thoughtful and interesting debate from your peers. “So I suspect most of the negativity here is jealousy.” That’s a classic “Emperor’ New Clothes” syndrome reply when all you can see is your own gaze and nothing beyond.
Good thing they’re giving away a million bucks a year then…
“To make our vision of the Best Men Can Be a reality, we will be distributing $1 Million per year for the next three years to non-profit organizations executing the most interesting and impactful programs designed to help men of all ages achieve their personal best. Our first partner in this effort is The Boys & Girls Clubs of America.”
REPLY: This was announced AFTER the ad aired btw.
I’m saying that should have been their campaign which would have been more impressive. Create a “feel good” result about the brand, and lead by example. But no – obviously saw how social bandwagonning benefitted Nike and jumped on.
But how cool would it have worked for longer and maybe Advertising team could have been pleased to see real results as the years went by. Boys into Men through Gillette’s intervention.
If you get out from behind the “Emperor’s New Clothes” syndrome,1million for 3 years is token. Hardly a problem from the profiteering from this campaign will make. Get ya clothes on!
I’m a razor and I find this ad offensive to my own kind.
Agree with your last point. And another writer’s use of the word ‘lumbering’. I love the intention of this ad, the messaging, everything. It’s just so ham fisted and horribly shot. Imagine the power of this spot if it was written and produced perfectly.
Agree the execution lets it down.
It still got a good response out of me, but could have been far more powerful had it been better crafted. Even non-ad people I’ve spoken to can see that.
Remove the schmaltzy staged fight break ups and focus more on the real world stuff. That’s where the real weight is.
I get the PC reason to get a woman to direct this but what a dumb decision. Right here, right now is a time that white men feel under the most pressure to look inward. Getting a director who can empathise with this would have helped immensely. Everyone agrees. The intent of this piece is admirable. The execution is terrible. As was the decision to get a woman to do what, I’m this instance, was clearly was a man’s job.
This is comparable to a recent politically charged campaign.
Nike, or Pepsi. There’s a difference
Nike was ballsy. They knew that a large chunk of their customer base would be pissed off and alienated. But they did what they felt was right and they stood by it.
Then there was Pepsi. They hijacked a social justice movement in the most time deaf was possible. It was transparently greedy and very cringe worthy. And they paid the price.
This is a lot more like Pepsi than Nike.
Men agree Gillette, we are shit aren’t we. Thank you. (BTW, it’s ma’am.)
Wow. You are definitely part of the problem. Everyone agrees? Clearly a man’s job? Give yourself a punch in the face and sit the fuck down.
This fucks me off on so many levels.
There are so many things they could have been worthy about, for example depression. It kills three Aussie men per week, globally it’s much more than that.
Masculinity is under assault, to the point where the word ‘masculinity’ is considered ‘toxic’. Quotas are happening in every ‘male dominated industry’ while female dominated industries go untouched. Male domestic violence victims have no protection or special funding or places to go. Men are unfavourably treated in divorce, as women carve up assets they’ve earned and get the kids. Even though women are far more likely to abuse children than men, it’s men who are seen as ‘toxic’.
And as a male shaving brand, you want men to buy into that narrative, that it’s not ok to be a man, that most men are leary creeps, that men are stupid, ignorant, facile dolts who need other men to stand up and ‘show them the third-wave feminist way’
Fuck off.
This has failed on so many levels.
https://youtu.be/9ZW4RpvudWE
Will women get their own condescending lecture from Proctor and Gamble for things like this?
https://mobile.abc.net.au/news/2019-01-18/evie-amati-jailed-for-nine-years-over-7-eleven-axe-attack/10725862?pfmredir=sm
I really hope so.
That’s it …. I am not even going to finish my blades …. I am going to buy a schick
You are kidding right? Women have been condescended and lectured to by most advertisers forever. And if you didn’t realise, Evie is transgender. So there’s that. You can’t be that stupid, or maybe you are.
Women like you are the reason why mansplaining exists.
If there’s one thing men hate, it’s being told what to do.
Especially bad men. And even more especially, by people who have no fucking idea about what they’re talking about. AKA masculinity.
Now I don’t care either way. I sit on the fence, I make my own path.
But if anyone thinks this ad will suddenly encourage men, in particular shit men, to be feminine, nice guys… you are very deluded.
Have you noticed a drop in bad masculine behaviour since the world started telling ‘men’ (who I don’t consider real men) to stop behaving badly
It’s getting worse. Road-raging-pick-up-truck-driving tradies – as one small example.
The more you emasculate these alpha gorillas, the more they fight back.
Look at history, and look at what’s happening now. Groom them and kissy-wow-aren’t-you-a-good-boy them, don’t lecture.
Sincerely, a semi awake male.
This ad has woken a lot of men up – to the rampant, unwarranted and aimless female-bashing that has been going on too long.
And it’s about time. Thank you Gillette, you’ve opened the door.
By the way Australians are nice people … don’t let one talentless idiot ruin your perception of us ….
U mad bro?
Some seriously triggered guys here. Guys, get a hold of yourself. Literally. Slip a sneaky paw into your gruds and check your stones. Still there? Congrats. You’re still a man. No amount of advertising can take your balls away. So why are you mad?
No-one’s telling you to be more feminine. They’re just saying respect women. Already respect women? Great. Do it better. Do it more visibly. Is there something wrong with that?
Are you mad because you don’t want to have to think about a shady behaviour that has until now been safely nestled under the banner of ‘masculinity’? What if traditional masculinity is a bit fucked? What then?
Are you mad because you think men and women are biologically hardwired to interact in a certain way and to hell with how women actually want to be treated?
Are you mad because you think you’re being attacked personally, just because of your gender – something you had no say in choosing? Sucks doesn’t it. That’s a feeling women have grown up with.
The thing is, no one’s attacking you personally. They’re attacking what we accept as acceptable. It’s not hard to figure out. Take a motherfucking chill pill bro. You’re ok. You just need to be a bit more not ok with some parts of traditional masculinity.
Is traditional masculinity worth defending? Some of it, sure. But if you think being a stand up guy who keeps his word, works hard and provides for his family goes hand in hand with, I don’t know, thinking men make better creatives because they’re just funnier somehow, maybe realise the two don’t have to stay together forever. Keep the bits worth keeping. Fuck the rest off.
I’m a man. I’m one of the most privileged men in the world – white, straight, professional. I disrespect women every day, in one way or another. I don’t even know I’m doing it. I try to be aware, but the way I’m used to behaving, and the attitude I have towards women is so deeply imprinted I know for a fact I’ll never quite nail it. But I can try, and I can try harder.
A young woman was murdered in Melbourne recently in tragic, brutal circumstances, and some girls from work put their money together to buy flowers. Later they met at the vigil. I didn’t put money in. I didn’t go to the vigil. I didn’t think it was anything to do with me. I guess I thought it was something the girls were doing to show support and solidarity.
Then I remembered at lunch one girl saying to another girl, in quiet despair: ‘What do we do?’ I was thinking it was more of like a ‘what do we do as a society’ question. But then I realised it wasn’t. It was a ‘what do we do to avoid getting raped and killed when we go out at night, or catch public transport, or walk down the street’ question.
That question wasn’t an attack on men. It was just a question, as practical as it was terrifying. As a straight, white guy, I will never know what that fear feels like. And because of that, I didn’t think the vigil was for me. Which is just one example of how much I don’t know about how to behave as a guy. I wasn’t in fear for my life, so I didn’t go. What I should have done was go.
Guys, we’re really great at being angry. Rage is one of masculinity’s hallmark traits. So why not get angry about how shit it is to be treated like you matter slightly less, except if its about your body? Why not get pissed off that men that murder women are making fear part of the lives of women we care about? Women are allowed to be pissed off at the parts of masculinity that exist at their expense.
So what are you going to do about it you big babies? Cry a little bit? Have a little tantrum and defend your right to be a douche? Or act like decent, smart advertising folk and help reposition the fuck out of masculinity? I know which one sounds harder. But men know how to work hard. It’s one of masculinity’s other hallmark traits.
This thread is full of nervous, threatened voices. But check your plums gentlemen. And if you can’t find them, grow a pair.
Is clearly a woman – or a male feminist mansplaining to us. Harvey Weinstein was a male feminist, inviting women back to his hotel room to talk about a great script that will give you a leg up, then sleeping with them.
This is masculinity:
https://www.youtube.com/attribution_link?a=7B68oij1cJI&u=%2Fwatch%3Fv%3Dx_HL0wiK4Zc%26feature%3Dshare
@^^this
That’s masculinity?
Think about each point raised in your killer mic drop of a video:
More men die on the job:
Which gender is overwhelmingly in charge of the management and culture of health and safety in high-risk male dominated industries?
More men die in conflict:
Which gender is almost exclusively responsible for starting wars?
More men are killed by violence:
Which gender is almost exclusively responsible for the violence that kills men?
Something about visitation rights:
Why do men lose visitation rights?
Isn’t payment of child support mandatory under law?
More men are victims of suicide:
Doesn’t traditional masculinity persistently reinforce the idea men need to be stoic, not talk about their sadness, remain steadfast, creating an environment where it can feel like the only way out is suicide?
More men are homeless:
Which gender is over-represented in writing the policies that prioritise defence and other budgets over things like mental health, by far the biggest factor contributing to homelessness?
Men, dude.
I’m not a male feminist; I’m a man. And based on your description of Weinstein (that’s really your argument?), it sounds like he was neither a feminist or a man.
This whole thing isn’t about attacking men. It’s about acknowledging that men have been behaving like dicks towards women forever and for some reason everyone’s been ok with that. Now they’re not. So if you have some problem with women asking for a bit more respect, I really don’t get it. Why defend the right to be a douche?
And a man mansplaining to a man? Not sure that’s a thing.
Waaaaay to paint with a broad brush dude. Apparently all men are implicated in the fact that Which gender is almost exclusively responsible for starting wars?” So starting wars is a gendered issue?!
You might not be mansplaining, but your condescending “you were fragile if you don’t like the ad” rant is ‘splaining of some kind.
Always respect women?
LoL
Does that include the women behind bars who have commited heinous crimes?
Or the millions of women who abort their babies every year?
GTFO