Brand as story

A brand that speaks to a man’s heart

17 October, 2017

Gillette’s film about a son helping his elderly father shave won the Cannes Gold this year. And deservedly so.

The ad follows Kristian Rex (a NYC session singer) as he carefully and gently shaves his elderly dad (who has been left incapacitated by a stroke) with the new Gillette TREO razor. Apparently the idea for the new product came after Gillette noticed numerous social media conversations describing the difficulties faced by care-givers when shaving their loved ones.

The headline copy on the Gillette TREO website reads:

IN THE PAST 100 YEARS, OVER 4000 RAZORS HAVE BEEN DESIGNED TO SHAVE YOURSELF. THERE HAVE BEEN 0 DESIGNED WITH THE INTENT TO SHAVE SOMEONE ELSE.

UNTIL NOW

Gillette introduces the first-ever razor designed solely for assisted shaving.

What this campaign does for the Gillette brand is to shift it FROM the traditional, typical, male, muscle, macho shaving brand stereotype TO a brand that is in touch with men in a real way.

It speaks to our hearts, and for that I love Gillette’s work.

Agency: Grey New York

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