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Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Gillette
Ad Title: We Believe: The Best Men Can Be
Business Category: Personal Products
Media Outlets: Online Video
Country: United States
Region: US National
Agency: Grey Worldwide
Year: 2019
Target: Mainstream
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Theme(s)

Consciousness Raising

Theme Breakdown

AdRespect Score: 
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Gillette takes on bullying and sexism while challenging the brand's own iconic slogan, “The best a man can get” by asking, “Is it?”

In text message bubbles, the word “sissy” appears on screen with other negative comments.

“It’s been going on far too long,” the voiceover says. It mocks dismissive comments like "boys will be boys" from an infinitely long row of grilling dad-types, elbow to elbow.

Former NFL player and “Brooklyn Nine-Nine” actor Terry Crews, a sexual assault survivor, is included. “Men need to hold other men accountable,” he says. The ad ends on this note: “The boys watching today will be the men of tomorrow.”

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