Gillette launches global controversial ‘We Believe’ film around toxic masculinity via Grey, New York
Thirty years after first introducing the tagline “The Best A Man Can Get,” Gillette is taking a fresh look at what it means to be “the best” and how we continue to portray those ideals in a modern way. Because in a world where the actions of the few can taint the reputation of the many, we know there’s work to be done – together.
The program-leading short film, entitled “We Believe,” was developed by Gillette’s global advertising agency of record Grey New York and directed by acclaimed director Kim Gehrig, through production company Somesuch.
The film showcases Gillette’s POV of how people can work together to set the right example for the next generation of men and take positive actions that change the culture of “toxic masculinity.”
Says Gary Coombe, president, P&G Global Grooming: “Gillette believes in the best in men. By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”
The film and charitable program is dedicated to celebrating the stories of men making a positive impact, and to inspire others in the process. The film begins with a compilation of actions commonly associated with “toxic masculinity.” More importantly, it then showcases examples of how men can take actions large and small to create meaningful change for themselves, their loved ones, their peers and set the right example for the next generation of men. Because it’s only by challenging ourselves to do more that we get closer to our best.
Says Gary Coombe, president, P&G Global Grooming: “As the world’s largest marketer to men, we knew that joining the dialogue on ‘Modern Manhood’ would mean changing how we think about and portray men at every turn. As a starting point, and effective immediately, Gillette will review all public-facing content against a set of defined standards meant to ensure we fully reflect the ideals of respect, accountability and role modeling in the ads we run, the images we publish to social media, the words we choose, and more. For us, the decision to publicly assert our beliefs while celebrating men who are doing things right was an easy choice that makes a difference.”
Creative Agency: Grey New York
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: somesuch
Director: Kim Gehrig
Director of Photography: Adam Arkapaw
Executive Producer: Nicky Barnes
Line Producer: Saul Germaine
Editor: 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