What the Gillette Ad Says About the Changing Social Landscape

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In this era of MeToo, the ad confronts toxic masculinity with a message asking men to be better and accountable. The brand even took its 30-year-old tagline, “The Best a Man Can Get” and flipped it to promote the new campaign “The Best Men Can Be.”

Since its inception, advertising has been used to sway social opinion and drive tastes - so what does Gillette’s decision to put this ad out now say about its relationship with its male customers and a shift in how it sells razors?

Josh Weltman is the Co-Producer of MadMen and author of Seducing Strangers, How to Get People to Buy What You’re Selling.

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