GILLETTE: Raheem Sterling Made of What Matters

GILLETTE unveiled a motivational commercial featuring Raheem Sterling, a professional footballer who plays as a winger and attacking midfielder for Premier League club Manchester City and the England national team.

The marketing message is “Today, more than ever, people need inspiration from others. People they can aspire to be. Who come from the same places they do; people who have been through the same tough times, similar challenges; people who have held true to their values through successes and failures alike.
We’re talking about role models. And we’ve always believed role models as good as any can be found in sport.
We’ve seen time and time again how football has come to be a vehicle through which people better themselves and those around them.
Made of What Matters celebrates those in the game – and beyond – who embody the positive values and behaviours that reflect all that’s great about the code of play that exists in football. As we all strive for a more inclusive, authentic and respectful society; it champions those who inspire the next generation to be the best they can be – both on and off the pitch.
Such people are defined by their actions as much as their words. And so too, are we. That’s why we’re partnering with Football Beyond Borders (FBB) to provide young people with the inspiration, opportunity and support to help them fulfil their potential. FBB share our desire to inspire the next generation and to change the lives of young people through their love for football.
The number of permanent exclusions from schools in the UK has reached its highest point in nearly a decade and a huge majority of those young people are boys. FBB helps young people from disadvantaged backgrounds who are passionate about football but disengaged at school in order to help them finish school with the skills and grades to make a successful transition into adulthood.
Through this partnership, we will be increasing the number of young people benefiting from FBB programmes with a range of initiatives helping more young people become the best versions of themselves and supporting new mentors to serve as role models.
For over 115 years, Gillette has helped men to be their best. We have a responsibility to use our voice to drive change that matters and a positive vision that helps men of all ages to achieve their personal best. Together we will show the next generation what it means to be made of what matters.”