Gillette: The Best Men Can Be

TV Commercial Review

Heart or Humor


We are only in early 2019 but the new Gillette advert has every chance to become the most controversial commercial of the year.

The old Gillette tagline “The Best A Man Can Get,” was replaced with “The best men can be” and add the question “Bullying, the MeToo movement against sexual harassment, toxic masculinity, is this the best a man can get?”

The Gillette advert has received intense criticism on social media, a lot of people calling for a boycott of the brand, complaining that the ad is ‘insulting’ and ‘emasculates men’.

This ad is a perfect example how an advert can harm the brand image if it insults its target audience, even if the message was well intentioned.

The advert was created by the advertising agency Grey.

Worldwide Chief Creative Officer: John Patroulis
Deputy Chief Creative Officer: Jeff Stamp
Executive Creative Director: Joe Mongognia
Group Creative Director: Asan Aslam
Creative Director: Patrick Conlon
Planning Director: Kristian Henschel
EVP, Global Account Director: Brian Weston
SVP, Global Account Director: Marie Massat
VP, Global Account Director: Robert Chedid
Account Supervisor: Julie Ressler
Account Executive: Lindsay Auerbach
Project Manager: Joey Scarillo
Executive Production: Townhouse
VP, Executive Producer: Katy Hill
VP, Integrated Producer: Rondell Wescott
Music Producer: Kurt Steinke
Casting Supervision: Nina Pratt
Talent Manager: Alice Lambrides
Business Manager: Suzanne Voss
Production Company (location): somesuch
Director: Kim Gherig
Director of Photography: Adam Arkapaw
Executive Producer: Nicky Barnes
Line Producer: Saul Germaine
Editorial: Cosmo Street
Editors: Joshua Berger + Tom Lindsay
Head of Production: Anne Lai
Executive Producer: Maura Woodward
VFX, Picture Finishing, and Telecine: Moving Picture Company (MPC)
VFX Supervisor: Thiago Porto
Colorist: Mark Gethin
Creative Director: Alvin Cruz
Flame Artists: Joey Deady + John Shafto
2D Lead: Rob Ufer
Executive Producer: Matthew Loranger
Color Executive Producer: Meghan Lang
VFX Producer: Aiste Akelaityte
Color Producer: Rebecca Boorsma
Sound Design: Heard City
Sound Engineer: Keith Reynaud
Asst Sound Engineer: Tom Morris
Executive Producer: Gloria Pitagorsky
Music: Future Perfect Music
Composer/Artist: John Connolly, Adam Hochstatter, Ben Pacheco
Arranger: Victor Magro
Song title: “Reach Out”
Executive Producer: Maxwell Gosling

Highly controversial


An advert can harm the brand image.

Heart or Humor7.0
Reader Rating: ( 1 vote ) 0.6

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