US-based menâs shaving brand, Gillette, released âWe Believeâ: a campaign challenging its core demographic â men â to take responsibility for tackling toxic masculinity. The company twisted its classic slogan (âThe best a man can getâ) into âThe best a man can beâ, to reinforce its message. Achieving 10 million-plus views in under two days this week, Gilletteâs ad spot referenced the #MeToo movement, bullying and other negative male behavior (both towards women and other men) and challenged the âboys will be boysâ sentiment. The campaign ended by praising the good men who strive to counteract this aggression.
Thereâs so, so much we could say about this. But here are a couple of quick insights that we havenât seen raised in the thousands of words that have already been written about this campaign:
- Heritage heresy. Gillette explicitly references its old ads, suggesting that they represent an outdated and sexist view of masculinity. This is a bold move, but a clever one as the implicit message is that âwe were all guilty of thisâ, rather than simply lecturing people. We can imagine that calling the brandâs heritage might not have gone down well with some of the more âseniorâ executives (as it didnât with the ever-annoying Piers Morgan!). If your brand wants to make a bold statement about society, then perhaps acknowledging that your history isnât perfect might help you connect with people, too?
- More than words. Gilletteâs campaign is a powerful one. But itâs made more so because brand has also pledged to donate USD 1 million per year for the next three years to organizations that support menâs personal development. Plus, the campaign hasnât come out of the blue. Gillette launched its âSoldier for Womenâ campaign in India back in 2013 (after the horrific rape of a student on a bus highlighted countryâs struggles with toxic masculinity) urging men to stand up for women. If youâre thinking of adopting a social cause, then youâll need to back it up with a similar long-term commitment or your words will ring hollow.