{"id":31149,"date":"2019-05-31T08:20:34","date_gmt":"2019-05-31T06:20:34","guid":{"rendered":"https:\/\/brandsmith.es\/gillette-lo-vuelve-a-hacer\/"},"modified":"2019-05-31T10:25:07","modified_gmt":"2019-05-31T08:25:07","slug":"gillette-does-it-again","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/gillette-does-it-again\/","title":{"rendered":"Gillette does it again"},"content":{"rendered":"\n

Whiplash Team, May 31st 2019<\/strong><\/h2>\n\n\n\n

Gillette does it again<\/h3>\n\n\n\n

It\u2019s been more than a week since Gillette published on its Facebook page its most recent ad. Promoted with the hashtag #MyBestSelf, the video portrays the first shave of Canadian transgender artist Samson Bonkeabantu Brown and has already received over 1.3 million views and multiple comments on social networks, in favor and against, but in this case more in favor.<\/h4>\n\n\n\n

In the video, the\nactor from Toronto, dancer, playwright, stage director and director of\nproduction, appears with his father, who gives him tips on shaving: \u201cDo not be\nafraid\u201d, says the father, \u201cshaving is about confidence\u201d. The transgender actor\nnarrates in the first person how was his transition. \u201cGrowing up I was always trying\nto figure out what kind of man I wanted to become, and I’m still trying to\nfigure out what kind of man I would become\u201d, he starts saying, \u201cI always knew I\nwas different. I didn\u2019t know there was a term for the type of person that I\nwas. I went into my transition just wanting to be happy. I\u2019m glad I\u2019m at the\npoint where I\u2019m able to shave,\u201d he says. \u201cI\u2019m at the point in my manhood where\nI\u2019m actually happy\u201d, he concludes. And this is truly a key point in the gender\ntransition.<\/p>\n\n\n\n

If there is any\ndoubt that the man who is with the actor is his father, Bonkeabantu Brown\npublished in his Facebook wall the following post: \u201cI shot this ad for Gillette\nand wanted to include my father, who has been one of my greatest supports\nthroughout my transition, encouraging me to be confident and live authentically\nas my best self\u201d.<\/p>\n\n\n\n

With this statement the actor reaffirms the concept of the latest campaign of the multinational “We Believe in the best in Men”. A few months ago we commented in this post<\/a> the central spot of that campaign, titled “We Believe: The Best Men Can Be”, in which the company positioned against what it called “toxic masculinity”, embracing the cause of the #MeToo and promoting a new masculinity. The ad aroused all kinds of reactions, including threats of boycott by its users, in addition to criticism of specialized media that pointed out that the company was being opportunistic and doubted that facing a possible loss of customers, it would maintain its position. <\/p>\n\n\n\n

However, Gillette\nstayed put, arguing that debate was necessary, and that the important thing was\nthat people payed attention to the subject. Not only did Gillette not sacrifice\nits position in a sensitive subject in face of the possibility of losing a\nmarket share, but the company now repeats, dealing with the transgender subject\nnaturally, because the first shave is a sort of rite of initiation in manhood.\n“Whenever, wherever, whatever, your first shave is special”, says the\nmotto of the new campaign.<\/p>\n\n\n\n

As expected, this new ad has aroused all kinds of reactions, and although it has not had the viralness of “The Best Men Can Be”, it has been shared and commented with profusion in social networks, where the LGBT group of America has thanked Gillette: \u201cAs the first and largest organization for parents of #LGBT people we thank you for seeing our #trans kids… and for honoring their affirming #dads!\u201d. \u00a0He has also received criticism, and some advertising analysts have re-hung the opportunist cartel to the subsidiary company of Procter & Gamble. <\/p>\n\n\n\n

With this second\ndeclaration of Principles on an important issue for the society presented in advertising\nformat, Gillette reaffirms its commitment to be \u201ca brand that encourages men to\nbe their best, we are committed to driving change that matters\u201d. In addition,\nit proves to be aligned with the purpose of its parent company, Procter &\nGamble, maintaining the coherence between the operational and the purpose of\nthe organization: \u201cWe will provide branded products and services of superior\nquality and value that improve the lives of the world\u2019s consumers, now and for\ngenerations to come. As a result, consumers will reward us with leadership\nsales, profit and value creation, allowing our people, our shareholders and the\ncommunities in which we live and work to prosper\u201d. <\/p>\n\n\n\n

Despite\ncriticisms and signs, the company is sure of the step it has given in defending\nthis new masculinity that it promotes. In short, who will value and reward not\nonly through social networks but as active consumers, consistency, consistency\nand the effort of the brand to actively engage, in those causes consonant with\nits Purpose, assuming its role as an influencer in society despite a possible\nfinancial cost.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, May 31st 2019 Gillette does it again It\u2019s been more than a week since Gillette published on its Facebook page its most recent ad. Promoted with the hashtag #MyBestSelf, the video portrays the first shave of Canadian transgender artist Samson Bonkeabantu Brown and…<\/p>\n","protected":false},"author":2,"featured_media":31147,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nBrandsmith - Gillette does it again<\/title>\n<meta name=\"description\" content=\"Brandsmith Gillette does it again\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Gillette does it again\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Gillette does it again\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/gillette-does-it-again\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-05-31T06:20:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-05-31T08:25:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/05\/Whiplash-n\u00ba-109.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/gillette-does-it-again\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/gillette-does-it-again\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Gillette does it again\",\"datePublished\":\"2019-05-31T06:20:34+00:00\",\"dateModified\":\"2019-05-31T08:25:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/gillette-does-it-again\/\"},\"wordCount\":770,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/gillette-does-it-again\/\",\"url\":\"https:\/\/brandsmith.es\/en\/gillette-does-it-again\/\",\"name\":\"Brandsmith - 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