and boycott over
A long time ago kiddies, at an agency far, far… okay it was in Chicago, I worked on a commercial, actually three for Finish Line and Nike with Spike Lee. It featured kids playing football in the streets and kids, well being kids.
Two of the cast were oversized boys who looked like they should be playing football on grass, instead of the blacktop. In one of the spots, an ice cream truck approaches and the two future defensive linemen break with their team and rush to the truck for something tasty in a cone or on a stick.
The campaign, one of the first out of SpikeDDB, was hailed as “great work” portraying kids the way they really are. Then we got a letter (not email, handwritten letter) from a mother in Ohio whose son was overweight. She said she would never buy Nikes again because of the way we portrayed overweight kids.
My long-winded point is, someone is always going to like your ad… and someone is always going to loathe it. This is really the case when the ad is as powerful and disruptive as Gillette’s new short film, from Grey New York, which holds men accountable for their actions.
To celebrate the 30th anniversary of its famous tagline ‘The Best a Man Can Get’ the Procter and Gamble brand decided to take a new look at what it means to be ‘the best.’ Hiring Somesuch’s Kim Gehrig, to helm a short docu-style film about it, the The company has dedicated itself to celebrating the stories of men who are making a positive impact and inspiring others in the process.
Titled ‘We Believe,’ it begins with a compilation of actions commonly associated with ‘toxic masculinity.’ More importantly, the short then showcases examples of how men can take actions large and small to create meaningful change for themselves, their loved ones, their peers and set the right example for the next generation of men. Because it’s only by challenging ourselves to do more that we get closer to our best. Watch below:
“Gillette believes in the best in men,” says 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.”
But as is the case with anything strong, there are going to be those who like it and those who get razor burn as you can see from the tweets below:
— TheUnknown (@TheUnknownYouTb) January 15, 2019
The #Gillette commercial is the product of mainstream radicalized feminism— & emblematic of Cultural Marxism.
LET LITTLE BOYS WRESTLE.
Despite what Lena Dunham tells you, women are not into beta males & men are not into chicks w/ armpit hair.
— Candace Owens (@RealCandaceO) January 15, 2019
Women can also be:
— 🇬🇧 Karl Downey 🏳️🌈✳ (@Karl_Downey) January 15, 2019
I genuinely dont rage at adverts telling me thin is beautiful, thick eyelashes are sexy, cream can erase lifes wrinkles, I can ride a bike if I wear a tampon etc….but you do one ad saying "look guys, just dont be dicks" and all hell breaks loose. #Gillette
— WeeHalfPint (@weehalfpintt) January 15, 2019
All the #Gillette ad is doing is telling men the following:
1. Bullying is not cool.
2. Learn how to tell when a woman is uncomfortable, and stop doing the thing that's making that happen
3. Love your sons and raise them to be gentle and kind.
4. There is strength in caring.
— Jar Of Fabulosity (@JonWithTheFace) January 15, 2019
If you get insulted because a razor commerical is suggesting that you not be a dick, you have some serious issues. #Gillette
— Stefanie Mayo (@SurvivedWalkers) January 15, 2019
Any men offended by the new #Gillette advert are part of the problem. Overcoming toxic masculinity is going to require the active input of men, it's not fucking rocket science.
— James Hale (@jtghale) January 15, 2019
This new advert from #Gillette is an absolute OUTRAGE.
Thanks for constantly reminding me I have no skin on my face, you utter bastards. pic.twitter.com/WB31O9t3Bs
— GrumpySkeletor (@GrumpySkeletor) January 15, 2019
“WHAT THE FUCK IS THIS OUTRAGE? THEY’RE SAYING WE’RE ALL RAPISTS, SEXUAL HARASSERS, WOMAN BEATERS AND MISOGYNISTS! FUCK #GILLETTE!”
– rapists, sexual harassers, woman beaters and misogynists, upon viewing the new Gillette ad
— Not Mad Just Disappointed Max 🏳️🌈🧜🏿♀️ (@SpillerOfTea) January 15, 2019
Anytime a brand attempts to join or even create a conversation, they risk offending some. Right now, the short film has 135K likes and an astounding 435K dislikes. What gets really lost here is that the short film is really a celebration of being a man. Not an ass. But a man.
We will perhaps turn off some of our readers with our decision to make this “Reel Ad of the Week,” but anything out there that is sending a message of essentially, “don’t be a dick” proudly has our support.
CLIENT: Procter and Gamble/Gillette
AGENCY: Grey New York
EXECUTIVE CREATIVE DIRECTOR: Joe Mongognia
CREATIVE DIRECTOR: Patrick Conlon
GROUP CREATIVE DIRECTOR: Asan Aslam
ACCOUNT EXECUTIVE: Lindsay Auerbach
BUSINESS MANAGER: Suzanne Voss (Townhouse)
WORLDWIDE CHIEF CREATIVE OFFICER: John Patroulis
GLOBAL ACCOUNT DIRECTOR: Brian Weston, Marie Massat, Robert Chedid
PROJECT MANAGER: Joey Scarillo
MUSIC PRODUCER: Kurt Steinke (Townhouse)
PLANNING DIRECTOR: Kristian Henschel
INTEGRATED PRODUCER: Rondell Wescott (Townhouse)
ACCOUNT SUPERVISOR: Julie Ressler
EXECUTIVE PRODUCER: Katy Hill (Townhouse)
PRODUCTION COMPANY: Somesuch
EXECUTIVE PRODUCER: Nicky Barnes
DIRECTOR: Kim Gehrig
DOP: Adam Arkapaw
LINE PRODUCER: Saul Germaine
EDIT COMPANY: Cosmo Street
EDITOR: Joshua Berger + Tom Lindsay
EXECUTIVE PRODUCER: Maura Woodward
HEAD OF PRODUCTION: Anne Lai
POST PRODUCTION COMPANY: MPC
COLOURIST: Mark Gethin
VFX SUPERVISOR: Thiago Porto
PRODUCER: Aiste Akelaityte
CREATIVE DIRECTOR: Alvin Cruz
COLOUR EP: Meghan Lang
2D LEAD: Rob Ufer
FLAME ARTIST: Joey Deady + John Shafto
COLOUR PRODUCER: Rebecca Boors
EXECUTIVE PRODUCER: Matthew Loranger
MUSIC COMPANY: Future Perfect Music
COMPOSER: John Connolly, Adam Hochstatter, Ben Pacheco
EXECUTIVE PRODUCER: Maxwell Gosling
ARRANGER: Victor Magro
SOUND COMPANY: Heard City
SOUND ENGINEER: Keith Reynaud
EXECUTIVE PRODUCER: Gloria Pitagorsky
ASSISTANT ENGINEER: Tom Morris
Contact Colin Costello at email@example.com or follow him on Twitter @colincostello10.