Digital
We Believe
Gillette · 2019
- Agency
- Grey New York
- Campaign
- The Best Men Can Be
Analysis
Gillette’s online film asked men to challenge bullying and harassment. This still places abusive messages beside a child receiving comfort.
Social issueVisible harmBrand promise revision
Why it worked
The speech bubbles make online abuse visible inside an ordinary home. A parent’s embrace gives those words a clear human consequence. The film linked conduct to a brand promise long associated with appearance. Its public debate shows the risks of asking a broad customer base to accept a moral position.
Lesson
Show the human consequence behind a social claim and expect readers to question the brand’s role.