Gillette have made bold move with their new advert which portrays men.
Is this the best a man can get?” the narrator asks, as men of different ages are shown looking pensively at their reflections in the mirror.
Various clips are then shown on screen depicting cyber bullying, sexual harassment and mansplaining, with the narrator stating: “It’s been going on far too long.”
From an advertising point of view this advert has been pretty much a failure, the last time we checked it had 250,000 thumbs down on Youtube, and a lot of men have cancelled their subscriptions to Gillette.
This ad is in a similar vein to the Kendal Jenner ad with Pepsi, this is another brand trying to use a trending social movement to sell their products which only Nike has managed to pull off. And the reason for this was that Nike didn’t label their core demographic as racist, they positioned themselves as the brand against racism.
Perhaps Gillette thought using the Metoo movement may urge women to start buying Gillette for their husbands or boyfriends and this may well happen, but the majority of men buy their own razors. and we doubt many men are happy with being reminded their are sexist whenever they buy a razor.
But Gillette have succeeded in getting everyone talking about them, the only problem is that they aren’t talking about razors.
Update: P&G reported a net loss of about $5.24 billion, or $2.12 per share, for the quarter ended June 30, due to an $8 billion non-cash writedown of Gillette. Guess we were right…