Gillette : Best Men by Grey London

Client: Gillette
Date: Aug 2018
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Gillette has turned its ‘Best a Man Can Get’ slogan on its head to question what ‘best’ means for blokes in 2018.

The spot from Grey London quickly establishes that it’s now what’s on the inside that counts with close-ups of guys expressing subtle emotion.

The voiceover states that the best men “take a good look inside – they let it out, hug it out” as a diverse selection of actors are shown in diverse scenarios from the domestic (at home watching TV) to the lifechanging (on the way to the alter).

The original ‘Beat a Man Can Get’ campaign was first shown in 1989. This sequel, which is dubbed ‘Best Men’, aims to demonstrate that Gillette understands what being the best now means to men.

"It’s no longer acceptable to tell men to man up, bottle it up and show no weakness," said Will Adam, group creative director at Grey. "This campaign aims to celebrate the virtues that mean something to modern men."

The TVC goes live today (17 August) and will be supported by out of home, print and social media.

Credits

Senior Brand Manager: Matt Thomas

Assistant Brand Manager: Andrew Grindlay

Grey London:

Group Creative Director: Will Adam

Senior Creative: Sam Haynes, John Gibson

Agency producer: Charlotte Marshall

Group Business Director: Mark Rees-Weeden

Business Director: Holly McDavitt

Account Manager: Lindsey Cockle

Planning Director: John Jones

Production Company:

Academy

Director: Jack Driscoll

Producer: Mark Whittow-Williams

DOP: James Blann

Editor: Matt Newman

Producer: Kit Lawson

Grader: Ben Rogers

Audio: Zak Kurtha

Music Supervision: Wake The Town

Composer: Cato Hoeben

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