{"id":16469,"date":"2023-07-07T12:26:11","date_gmt":"2023-07-07T16:26:11","guid":{"rendered":"https:\/\/illumin.com\/?p=16469"},"modified":"2025-01-30T06:06:57","modified_gmt":"2025-01-30T11:06:57","slug":"gillette-the-best-a-man-can-be","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/gillette-the-best-a-man-can-be\/","title":{"rendered":"The Best a Man Can Be Gillette commercial &#8211; what makes it great?"},"content":{"rendered":"<p><a href=\"https:\/\/gillette.com\/en-us\/about\/the-best-men-can-be\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">The Best a Man Can Be<\/span><\/i><\/a><span style=\"font-weight: 400;\"> takes aim at unhealthy behaviors in young men, from a lack of emotional intelligence to peer pressure, and it is this powerful message that makes this ad great. The Gillette commercial is just part of the company&#8217;s larger campaign, which works to help young men through strong role models and giving to community organizations &#8212; helping boys grow into strong, compassionate men.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cFor more than 120 years, Gillette has been helping men look, feel, and be their best at every age and life stage.\u201d But with this ad campaign, Gillette looks to dig deeper than their &#8220;the best a man can get&#8221; slogan.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to powerful ads, Gillette has become a leading partner of the <\/span><a href=\"https:\/\/boyhoodinitiative.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Global Boyhood Initiative<\/span><\/a><span style=\"font-weight: 400;\">, which, established by the <\/span><a href=\"https:\/\/www.keringfoundation.org\/en\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Kering Foundation<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.equimundo.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Equimundo<\/span><\/a><span style=\"font-weight: 400;\">, works to support curriculum and resource development to encourage boys to be \u201chealthy, emotionally connected, and nonviolent.\u201d<\/span><\/p>\n<p><iframe title=\"The Best a Man Can Be | A short film by Gillette featuring Joseph Schooling\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/nBNWK8BcF38?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">This ad campaign was the source of some recent controversy. Many saw the ad as an attack on men and masculinity, rather than an opportunity to celebrate men and improve their overall health and well-being.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, this controversy only helped the campaign, as it began to circulate on news networks and <a href=\"https:\/\/illumin.com\/insights\/blog\/social-media-fits-into-programmatic\/\">social media<\/a> sites, garnering attention well beyond its ad spend.\u00a0<\/span><\/p>\n<h2><\/h2>\n<h2><span style=\"font-weight: 400;\">Purpose gives this ad power<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Not only does the social good of the ad give it power, so does the controversy and conversations it has started.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company aims to help boys and men feel comfortable and confident expressing themselves. Bottled-up emotion can lead to a variety of personal and societal issues and by encouraging emotional intelligence in men, the ad campaign works to put the brand\u2019s values into action. Gillette\u2019s <\/span><a href=\"https:\/\/illumin.com\/insights\/blog\/effective-purpose-based-marketing-in-2023\/\"><span style=\"font-weight: 400;\">purpose-based advertising<\/span><\/a><span style=\"font-weight: 400;\"> shows brand value in an engaging and meaningful way.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The Best a Man Can Be<\/span><\/i><span style=\"font-weight: 400;\"> looks to encourage boys to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share their emotions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Speak up for others<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pursue their ambitions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Take pride in their physical appearance<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The company is working to do this through programs that help boys and young men to engage with strong role models in their communities.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">&#8220;The best a man can get&#8221; slogan rebranded<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">By playing off of its long-time, well-known slogan Gillette cleverly grabs attention and gets its audience thinking. Slogans, in general, are effective because of how easily they are remembered by viewers, so by re-iterating an already famous slogan, the company has ensured that their new ad campaign will live inside the minds of its audience members.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Nostalgic imagery evokes emotion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/illumin.com\/insights\/blog\/unique-creatives-in-a-crowded-advertising-landscape\/\">The images<\/a> used in this ad campaign work to tug at the heartstrings and grab attention through an emotional call to action. From children learning to shave for the first time from their father to young boys failing to stop bullying due to peer pressure &#8211; this ad shows moments in a young man\u2019s life that viewers are sure to relate to.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By drawing upon emotion, this ad campaign effectively draws attention to the social issues it is trying to address \u2013 issues viewers know too well.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Awareness advertising at its finest\u00a0<\/span><\/h2>\n<p><i><span style=\"font-weight: 400;\">The Best a Man Can Be<\/span><\/i><span style=\"font-weight: 400;\"> beautifully celebrates Gillette\u2019s brand values and <a href=\"https:\/\/illumin.com\/insights\/guides\/how-to-catch-attention-in-advertising\/\">draws attention<\/a> to the brand as a caring, compassionate, and effective brand that puts its patrons first.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This campaign is an incredibly impactful part of the customer journey, drawing in new customers that might otherwise have heard of Gillette, but not considered them. This ad shows the company as a socially responsible organization. The effective communication of brand values makes it clear why this ad campaign is so successful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/illumin.com\/insights\/guides\/journey-advertising-guide\/\">Journey Advertisin<\/a>g is a fantastic way to draw in new customers and ensure strong communication until the point of purchase (and beyond). This ad effectively creates brand awareness, getting the attention of new customers, but it goes beyond that. This ad also works to reaffirm to existing customers that they\u2019ve made a good choice, working to build long-term brand loyalty.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">To see more from illumin, be sure to follow us on <\/span><a href=\"https:\/\/twitter.com\/illuminHQ\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Twitter <\/span><\/a><span style=\"font-weight: 400;\">and <\/span><a href=\"https:\/\/www.linkedin.com\/company\/illuminhq\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">LinkedIn<\/span><\/a><span style=\"font-weight: 400;\"> where we share interesting news and insights from the worlds of ad tech and advertising.<\/span><\/p>\n<p><a class=\"twitter-follow-button\" href=\"https:\/\/twitter.com\/illuminHQ?ref_src=twsrc%5Etfw\" data-show-count=\"false\" target=\"_blank\" rel=\"noopener\">Follow @illuminHQ<\/a><script src=\"https:\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p><script src=\"\/\/platform.linkedin.com\/in.js\" type=\"text\/javascript\"> \u00a0 lang: en_US <\/script><script type=\"IN\/FollowCompany\" data-id=\"1189312\" data-counter=\"right\"><\/script><\/p>\n<div class=\"micro-cta-wrap pos-relative\"><div class=\"micro-cta-main radius-24 flex pos-relative\"><div class=\"micro-cta-image\"><figure class=\"micro-cta-thumb object-fit pos-relative\"><img decoding=\"async\" src=\"https:\/\/illumin.com\/wp-content\/uploads\/2023\/03\/demo_CTA-2.png\" alt=\"micro-cta@2x\" title=\"\"><\/figure><\/div><div class=\"micro-cta-text pos-relative\"><span class=\"optional-text\">Made for marketers<\/span><div class=\"h3\">Learn how illumin can help make your ads great too<\/div><a href=\"https:\/\/illumin.com\/product\/request-a-demo\/\" class=\"button\">Get started!<\/a><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The Best a Man Can Be takes aim at unhealthy behaviors in young men, from a lack of emotional intelligence to peer pressure, and it is this powerful message that makes this ad great. The Gillette commercial is just part of the company&#8217;s larger campaign, which works to help young men through strong role models [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":16471,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[31,19],"tags":[76,137],"class_list":["post-16469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-insights","tag-journey-advertising","tag-purpose-based-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/16469","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/comments?post=16469"}],"version-history":[{"count":0,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/16469\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media\/16471"}],"wp:attachment":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media?parent=16469"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/categories?post=16469"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/tags?post=16469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}