To celebrate its 30th anniversary, Procter & Gamble’s manly brand Gillette is taking its famous tagline “The Best a Man Can Get” to a new level by deeply analyzing what the word “the best” means for both the company and its clients. To expand its search, Gillette introduced a new marketing campaign and a charitable program, specially created to honor the remarkable stories of men who are setting a positive example for the others and also stand as a source of inspiration for little boys.

To shout out loud their latest approach to get the best in men, the company joined forces with agency Grey New York and created a program-leading short film, entitled “We Believe,” directed by the acclaimed Kim Gehrig. The video starts with some of men’s toxic behavior patterns, bullying, and addresses the #MeToo movement as well. It then continues by showcasing some examples of what men can do to change these bad manners into better and positive ones that should inspire other men, their friends, and their families.

“Gillette believes in the best in men,” said Gary Coombe, president, P&G Global Grooming. “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 New York-based agency’s spot for Gillette aims to redefine the word “best” and addresses a question for all men around the world: “Is this the best a man can get? Is it?” Although the brand takes a stand against wrong kinds of behavior and wants to change the stereotypes that spin around the image of a man (how many times have you heard the line “Boys will be boys” whenever a man does something wrong?), while strongly believing that it can help future generations make a positive change towards eliminating the culture of “toxic masculinity,” we must say that the company has not succeeded.

From a lady’s point of view, the ad sets a good message: it empowers people to be part of the global conversation on women’s rights. And that’s a nice message. But if a man watches this spot, things are a bit different. How you may ask? Well, according to the internet, many of manhood members felt directly offended by the new Gillette’s ad.

“Sc*w you #Gillette with your needless virtual signaling & generalization. You have indirectly waged a war against masculinity who made your company successful. Good luck now making razors for feminazis who don’t even use it. #Gillette Ad,” says an internet user. Even the YouTube video proves that Gillette might have become a “dead” brand for most internet users: up until now, the video has gathered over 700k dislikes, whilst the likes list has amassed only 370k in numbers.

According to the internet, one swallow does not make a summer. So, you have to do better than that, Gillette, if you want to make a good impression on your customers. Now, to be fair, the company has already done something. Just continue reading…

Aside from infuriating the internet, the brand has brought some good news. Gillette is taking action by committing to donating $1 million per year for the next three years to The Boys & Girls Clubs of America. Through this initiative, the company wants to help men of all ages to achieve their personal best. Besides financially supporting NGOs, Gillette is committed to delivering and inspiring men to be more respectful, eliminate the bad types of behavior, and start being role models for others.


Advertiser: Procter & Gamble

Brand: Gillette

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


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 (location): somesuch

Director: Kim Gherig

Director of Photography: Adam Arkapaw

Executive Producer: Nicky Barnes

Line Producer: Saul Germaine


Editor (person & company): 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 (person & company): 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