Gillette launches global controversial ‘We Believe’ film around toxic masculinity via Grey, New York
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 director Kim Gehrig, through production company Somesuch.
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
9 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.
Yeeeccccch.
Forced guff.
Echoing the comment above:
“……it might be interpreted as yet another lecture that scolds and patronises their target market. ‘Brandsplaining’ as it were.” Quite.
In the current trend of brands projecting themselves as a cross between Mother Teresa and Jesus (you know, the Mexican guy Trump is trying to bill for his wall), we’ll see a lot, lot more of this “Just Trying Too Hard” genre of rubbish.
Contrast P&G’s own “Like A Girl” for Always – which had a genuine insight.
I’m growing a 3-foot beard as an act of revenge against Gillette.
And I’m a woman.
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.
“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.
“It’s kind of lumbering, but it will make a difference.”
Yep, the ratio of Likes vs Dislikes so far on YouTube is about 1:3, so the difference is pretty staggering.
It makes that Pepsi Kendall Jenner debacle look positively brilliant.
Ah well, thank god Gillette’s ad wasn’t targeted at men.
It was???
Heyyyyyy…….wait a minute, did we just piss off our very own target audience?
Whoopsie!
@ Grey Apologist
You’ll be pleased to know that Gillette are actively suppressing dissent over their horrible ad…several Reddit groups are reporting that the number of dislikes for the video went down by more than 30,000 in 17 minutes…the initial ratio was 10 dislikes to every single like, as reported by many industry commenters. Users’ dislikes are disappearing (one guy lost his 8 times) and many are being shadowbanned for knocking the ad.
Looks like some folks are trying to hang on to their jobs.
Man up, Gillette…yes, pun fully intended…
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.
@ Positive
That, sir, was A-Grade savage sarcasm.
I particularly enjoyed this bit:
“This will trouble the juries in both sense of the word—for creative and effectiveness.”
Pure, unadulterated comedy gold.
Well played!
Despite YouTube deleting hundreds of thousands of Dislikes daily, the Gillette video has hit the 1 million mark in Dislikes in near-record time….but don’t worry, Gillette, research shows that 122.9% of male shaving supplies are bought by women from the Planet Estrogenia. Yes, really. Cling on to that straw, and keep censoring the backlash, hombres***!
****Sorry for using the gender-specific term “hombres”. I feel worthless now.