Gillette slams the stereotype ‘Men can’t cry’ in its latest ad
- After #BarbershopGirls campaign, Gillette is now urging men to embrace their vulnerability.
- Told through the real-life tribulations of a father and son, Gillette traces their journey from being beholden to this stereotype to breaking it and accepting that showing their tears and vulnerability makes them stronger.
- The campaign has been conceptualized by Grey Group, this campaign shows a real journey of an Indian soldier.
- Gillette is pledging to take this message to more than 2 million young men across the country through its initiative -- Gillette Mach 3 Achiever’s Academy.
Shaving these enduring stereotypes and building on its ‘The Best a Man Can be’ brand credo further, Gillette is asking the question – ‘Why don’t men show their tears?’ in its latest ad.
Through a heartfelt story of Lt Col Manoj Kumar Sinha, SM (Retd), Gillette with its second edition of #ShavingStereotypes, says that it is ok for Men to Cry. Men expressing their vulnerability through tears is being #ManEnough. Gillette aims to pave the way for men to re-think their notions of masculinity and strength.
Told through the real-life tribulations of a father and son, it traces their journey from being beholden to this stereotype to breaking it and accepting that showing their tears and vulnerability makes them stronger. Their story echoes what Gillette advocates ‘That it takes courage to be the best we can be.’
As a part of the broader campaign, Gillette asks one simple question- ‘When was the last time you cried?’ In a society where crying is often perceived as a sign of weakness, encouraging men to talk about the last time they cried attempts to shatter this stereotype. With #ManEnough, Gillette is pledging to take this message to more than 2 million young men across the country through its initiative -- Gillette Mach 3 Achiever’s Academy.
Sharing the core insight behind the campaign, Sandipan Bhattacharyya, Chief Creative Officer, Grey Group, said, “Gillette, as a leading male brand and advocate for men, believes in igniting conversations that raise and inspire the future generation of men. With #ManEnough, we want men breaking free of notions that crying makes them weaker, and that it takes courage to show your vulnerability”
Karthik Srivatsan, Country Category Leader, Grooming Indian Sub-Continent at P&G, said, “Lt. Col. Manoj Kumar (Retd.) and his father are true heroes who’ve shown us that when we get past stereotypes that constrain us, we can emerge stronger together. Gillette salutes their spirit and is proud to have had the opportunity to be part of their journey. We are committed to Gillette being a Force for Good and want to continue to bring real life positive stories of men, and play a role in influencing culture. Our actions need to set the right standards for the boys of today to be men of tomorrow.”