Gillette / ‘First shave’

After taking a stance against toxic masculinity earlier in 2019, Gillette reiterated their commitment to dispelling harmful gender stereotypes by launching a touching ad in which transgender teen, Toronto native, and trans rights advocate Samson Bonkeabantu Brown shaves for the first time with his father and reflects on his transition.

Samson’s first shave is important to him as a milestone in his transition and represents “the point in [his] manhood where [he is] actually happy” with who he is. Samson’s father stands just out of focus, stating that “shaving is about being confident” and affirming the person his son has become. It is a profound moment caught on film that resonated greatly with the trans community.

RESULTS / The ad generated 6.8 billion social media impressions and received 4 million views. The ad was also recognised by the industry, winning a Cannes Glass Lion and the Inclusive and Creative Award from Campaign.

INSIGHTS / Despite some conservative boycotts of its products following the earlier ‘The Best Men Can Be’ campaign, Gillette persisted and leaned even harder into reconsidering socially constructed ideas of gender and the pressures they impose on people.

The brand partnered with Toronto-based charity and agency The 519 to support its trans-inclusive programs.

This campaign, as well as P&G’s status as one of the 12 founding members of the Human Rights Campaign, a founding partner in Stonewall’s Global LGBTQ+ Diversity Champions effort, and proud sponsor of World Pride 2019 and Stonewall 50, consolidate P&G’s broader commitments to allowing people to be their best selves with confidence.