On the 30th anniversary of its famous tagline “The Best a Man Can Get,” Gillette is taking a fresh look at what it means to be “the best.” The company is introducing a marketing campaign and charitable program dedicated to celebrating the stories of men who are making a positive impact and inspiring other in the process.
The program-leading short film, entitled “We Believe,” was developed by Gillette’s global advertising agency Grey and directed by Kim Gehrig of production company Somesuch. It showcases Gillette’s POV of how we can work together to set the right example for the next generation of men and take positive actions that push back against bullying, sexual harassment and the “boys will be boys” mentality, changing the culture of “toxic masculinity.”
Additionally, Gillette has committed to donating $1 million per year for the next three years to non-profit organizations executing programs in the U.S. designed to help men of all ages achieve their personal “best,” changing the conversation of modern manhood for generations to come.
Credits
Client Procter & Gamble/Gillette Agency Grey New York John Patroulis, worldwide chief creative officer; Jeff Stamp, deputy chief creative officer; Joe Mongognia, executive creative director; Asan Aslam, group creative director; Patrick Conlon, creative director. Executive Production Townhouse Katy Hill, VP, executive producer; Rondell Wescott, VP, integrated producer; Kurt Steinke, music producer; Nina Pratt, casting supervision; Alice Lambrides, talent manager. Production Somesuch Kim Gehrig, director; Adam Arkapaw, DP; Nicky Barnes, exec producer; Saul Germaine, line producer. Editorial Cosmo Street Joshua Berger, Tom Lindsay, editors; Anne Lai, head of production; Maura Woodward, exec producer. VFX/Finishing MPC Thiago Porto, VFX supervisor; Mark Gethin, colorist; Alvin Cruz, creative director; Joey Deady, John Shafto, Flame artists; Rob Ufer, 2D lead; Matthew Loranger, exec producer; Meghan Lang, color exec producer; Aiste Akelaityte, VFX producer; Rebecca Boorsma, color producer. Sound Design/Audio Post Heard City Keith Reynaud, sound engineer; Tom Morris, assistant sound engineer; Gloria Pitagorsky, exec producer. Music Future Perfect Music John Connolly, Adam Hochstatter, Ben Pacheco, composers/artists; Victor Magro, arranger; Maxwell Gosling, exec producer. Song: "Reach Out"
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
