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.
Senior Brand Manager: Matt Thomas
Assistant Brand Manager: Andrew Grindlay
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
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