In the wake of the controversial #MeToo movement, or #MuteRKelly, (please tell me you’ve watched the ‘Surviving R Kelly’ documentary?) We’re becoming used to seeing men portrayed badly in public opinion. Whether it be bullying, sexual harassment, sexist behaviour or aggressive male behaviour, it (sadly) seems to have become the norm.
Make some noise ladies and gentleman for P&G.
Gillette’s latest advert, “The Best A Man Can Be” expertly tackles this issue head on, and has totally split public opinion. Swapping the old tagline “The Best A Man Can Get” for a new, relevant one whilst challenging stereotypes.
Gillette has also promised to donate $1m a year for three years to non-profit organisations with programmes “designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation”.
If their marketing campaigns are anything to go on, P&G just keep getting better and better.
“It is no longer enough for brands to simply sell a product, customers are demanding that they have a purpose – that they stand for something,” he said. “Masculinity is a huge part of Gillette’s brand, and there is a recognition in this ad that the new generation is reworking that concept of masculinity." Gillette said the advertisement was part of a broader initiative for the company to promote “positive, attainable, inclusive and healthy versions of what it means to be a man. " “It’s time we acknowledge that brands, like ours, play a role in influencing culture. From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette."
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