Gillette shifts focus after ‘toxic masculinity’ backlash with new Australian TVC via Havas S&E
Razor brand Gillette says it is “shifting the spotlight from social issues to local heroes” after an ad delving into “toxic masculinity” caused a customer backlash, according to this news.com.au report by Frank Chung.
The new ad stars Australian firefighter and personal trainer Ben Ziekenheiner. “I’ve been a firefighter for 19 years,” Mr Ziekenheiner says in the ad.
“People sometimes ask if it’s scary. It can be, but like anyone who has a job to do, you prepare — not just in terms of your equipment but also mentally and physically.”
The ad spruiks the brand’s SkinGuard range, highlighting the issue of sensitive skin for men who shave every day — including firefighters, who are required to be clean-shaven as it enables a proper seal for their breathing mask.
“We have a very clear strategy when it comes to how we authentically connect with our consumers,” said Manu Airan, associate brand director for Gillette Australia and New Zealand.
“We will continue to talk about what is important to Gillette and that is representing men at their best and helping men do their best. That is not changing. We will continue to do that and demonstrate it in different ways.”
Parent company P&G last month took a nearly $12 billion ($US8 billion) writedown in the value of the 118-year-old shaving business it purchased in 2005 for $84 billion ($US57 billion).
While the company blamed the writedown primarily on a strengthening US dollar, it said the non-cash impairment charge was also due to increased competition and a shrinking market for razors as men shave less frequently. Continue reading on News.com.au…
View the old “We Believe” spot, that launched in January here:
Client: P&G (Gillette ANZ)
Agency: Havas Sports & Entertainment
General Manager/Executive Producer: Francis Coady
Executive Creative Director: Nick Snelling
Director: Andrew Flakelar
Producer: Katerina Loizou (One Green Bean Agency)
Account Director: Patrick Millington Buck
Cinematographer: Matt Toll
Editor: Beau Simmons
Colourist: Matt Fezz
Sound Design: Matt Perrott (Uncanny Valley Sound Studio)
Music: Jonny Higgins
22 Comments
Sorry guys. This is not right. Why did you succumb?
Where are all the experts that lauded this drivel now?
The cheap version of Superman’s theme was interesting
Totally agree
@Div. Because it was a commercial failure.
Our industry exists because companies pay us to put their brand in the best light and therefore increase sales.
If a campaign for ANY brand in the WHOLE WIDE WORLD fails for ANY REASON whatsoever according to that metric, then the company learns from their mistake – redirects and moves on.
If you find that idea so distasteful, then perhaps this industry isn’t for you.
Attacking their core customer didn’t work out, imagine my surprise
SUCKS
This is a joke! This once again tell me masculine men need to have buzz cuts, put out fires and hit on ‘chicks’ at the bar.
It’s a shit ad but I’d love to hear how you got masculine men need to hit on chicks at the bar from a father hugging his daughter
What a fuckwit. You have serious issues honey.
And, we remember.
Nothing short of a total rebrand will win people back.
Who was the ad agency?
The first ad was bad. This ad is also bad.
No credentials, is this some internal agency crap? That said the ‘toxic masculinity’ work was rubbish as well.
The insight about firefighters having to remain cleanly shaven is a good find. Well done whoever stumbled upon that gem.
Because the countless social media virtue signallers that claimed the woke Gillette ad was a victory of toxic masculinity, didn’t actually convert to the tens of millions of dollars worth of sales that they self-proclaimed they would? Gillette, realising that they make male grooming products for males in this case, decided that it might be a better strategy to avoid the ‘Get woke, go broke’ danger zone after all.
Let’s stop men (or anyone else) feel like garbage.
It was bad enough when men were perceived as idiots.
Do we want weak men?
No.
We want strong men, strong women, and strong whatever else you identify as.
Shaming, or telling people they are are victims solves nothing.
We need to be reminded we are all strong. And we can all be heroes.
I’m triggered.
Get yourself a safety razor holder and a pack of blades. Way cheaper, less plastic, no advertisements.
This is a great insight and good ad compared to snowflake ad past.
No forgiveness. Gillette is a non-brand to me now, like Monsanto or Benson and Hedges. Sack the virtue-signalling CEO who decided it was OK to demonise men and maybe we’ll talk. Maybe.
Does’nt matter to me, i no longer buy Gillette products or proctor and Gamble either.
No Gillette for me, not ever, used the product for 30 years then you said l was TOXIC – gone woke you need to go broke – no Proctor & Gamble products for me