Grey: Gillette The Best Men Can Be

Thirty years ago, Gillette launched the tagline, The Best A Man Can Get. Since then it has been an aspirational statement, reflecting standards that many men strive to achieve. But turn on the news today and it’s easy to believe that some men find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin.

Gillette acknowledged that brands, including their own, play a role in influencing culture. And as a company that encourages men to be their best, they had a responsibility to promote positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, Gillette took a hard look at themselves and turned their iconic line into a question: “Is This The Best a Man Can Get?”, and invited all men to strive to be better, and to help each other be better.  

Gillette and Grey’s The Best Men Can Be campaign gave The Best A Man Can Get new meaning by triggering a global discussion on what it is to be a man today. The campaign film had 110 million video views and 15 billion impressions between January 2019 and February 2019.

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