Is Gillette’s Latest Advertisement a Marketing Success?

“We believe in the best in men: To say the right thing, to act the right way. Some already are in ways big and small. But some is not enough. Because the boys watching today will be the men of tomorrow.”

If you’ve seen Gillette’s latest advertisement, you’ve witnessed a bold pivot for the legendary razor brand. For nearly 30 years, Gillette’s tagline was “The best a man can get.” Now, in response to shifting cultural conversations, the brand has stepped forward with a new message—one that’s sparking discussions across the globe.

Creating Conversation

The 2019 Gillette ad, which addresses issues of toxic masculinity, has generated substantial buzz—both positive and negative. From a marketing perspective, however, it’s clear that Gillette achieved a core objective: people are talking. The campaign became a viral sensation within hours, igniting conversations on news channels, social media, and in homes everywhere.

Gillette cleverly built on the momentum of the #MeToo movement, updating its classic slogan to “The best men can be.” The advertisement weaves together clips referencing #MeToo, scenes of men supporting one another, and vignettes exposing outdated stereotypes—from “mansplaining” in the boardroom to bullying among boys. The result was a powerful message, amplified by over 4 million YouTube views within 48 hours. In the world of marketing, that’s a remarkable achievement.

Positivity as the Underlying Message

While criticism was swift in some circles, others praised Gillette’s bold stance. Bernice King, daughter of Martin Luther King Jr., remarked, “This commercial isn’t anti-male, it’s pro-humanity.” The ad encourages men to hold each other accountable, support one another, and strive for better—not just for themselves, but for society as a whole. Rather than simply condemning negative behaviors, Gillette’s narrative invites a more positive vision for masculinity—one rooted in empathy, respect, and personal responsibility.

Of course, not all feedback was glowing. Some accused Gillette of capitalizing on controversy or alienating a segment of their audience. But from a brand perspective, Gillette needed to evolve. Their campaign succeeded in sparking important conversations and inviting men to reflect on their roles and actions in today’s world. The brand positioned itself as a voice for change, rather than a bystander to outdated norms.

Toxic masculinity isn’t just harmful to women—it also limits and damages men. Gillette’s campaign challenged the pressure to “be a man” in the traditional sense, championing a more inclusive, emotionally intelligent model for the next generation.

Talking About Uncomfortable Issues—It’s Essential

Confronting uncomfortable topics isn’t always easy, but it’s often necessary for brands hoping to remain relevant and connect with modern audiences. Gillette’s willingness to address difficult issues head-on demonstrates the power of authentic storytelling in marketing. By opening up space for dialogue, brands can help shape culture, inspire action, and build lasting relationships with their customers.

At Allshouse Designs, we believe that great PR isn’t just about getting noticed—it’s about starting conversations that matter. If your brand is ready to tell its story, tackle tough topics, and create campaigns that resonate, our PR services are here to help you craft a narrative that stands out in today’s crowded digital landscape. Let’s work together to amplify your message and build a brand legacy rooted in purpose and authenticity.

Interested in creating your own conversation-starting campaign? Contact Allshouse Designs at sales@allshousedesigns.com and discover how our PR experts can help you spark engagement and positive change.