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Gillette upgrades its ‘Best a Man Can Get’ slogan for the expressive modern male

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 what’s on the inside that counts with close-ups of guys showing 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 life changing (on the way to the altar).

The original ‘Best 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.

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