Gillette - First shave, for transgender son (2019) .30 (USA)

"Whenever, wherever, however it happens – your first shave is special."

This is the takeaway that Gillette wants to show, because we all know that having your father or parental figure teach you the adult things in life as we grow up are all special milestones and often fond memories. Heck, I know that--and my dad didn't teach me how to shave.

To put a new twist on the rather bland insight, Gillette cast a transgender male and their father. So while you do have the usual "beaming proud father" in the background, and the quiet moment of teaching the first shave mnemonic mantra, this is neither groundbreaking nor particularly touching. Gillette seems to hope this one is because of the transgender twist, but I doubt that is the reaction they will get. Like their "Toxic masculinity" advert, this may rub people the wrong way. While some loved that ad, others wondered what Gillette actually planned on doing to work against toxic masculinity, seeing the ads message as a thin veneer on nothing.

On Facebook Gillette wrote to Samson who stars in the ad:

"We’re honored to showcase this special moment between you and your father and are proud to have you as a partner. Thank you for your courage and confidence in sharing your journey to becoming your best self!"

Samson commented : "Thank you so much Gillette, for allowing me to share such an important moment in a man’s life with my father. I look forward to the great things you’re going to continue doing to encourage us all to be our best selves." Samson also used the hash tag: ‘My best self’.

Client: Gillette

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