Gillette's new take on 'Best a Man Can Get' in commercial that invokes #MeToo
Gillette has a new take on "The Best a Man Can Get" in a campaign from Grey that tackles bullying, sexism and #MeToo, laying responsibility on men to be better.
"Is this the best a man can get?" a voiceover asks with an ironic tone as a gang of bullies chases a victim through a screen showing a vintage ad for the razor brand. The new work marks the 30th anniversary of the tagline, originally introduced in the 1989 Super Bowl ad depicted.
"Men need to hold other men accountable," says Terry Crews, a sexual assault victim and former pitchman for Gillette's Procter & Gamble Co. sibling Old Spice in testimony before Congress used in the long-form video. That's essentially the message of the "We Believe" ad, which introduces a new variant of the tagline "The Best Men Can Be." Short form 30- and 6-second versions will also begin running online Monday.