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.
CreditsClient 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"
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, โAct FAST,โ to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing โHelp Us, Help Youโ campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where thereโs the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: โFace or arm or speech, at the first sign, itโs time to call 999.โ
Jo Bacon, Group CEO, M&C Saatchi UK, said, โWe want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.โ
Matt Lee, executive creative director, M&C Saatchi UK, commented: โThis is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismicโan extraordinary gear change, framed in a really ordinary way.โ
Director Tagholm shared, โMy Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So thereโs... Read More