Gliding like a dual-blade razor through sensitive areas, Gillette introduces its second social media ad to take on social topics, this time with a father sweetly guiding his trans son during a first shave.
Sitting on the couch with his dad beside him, real trans activist Samson Brown of Toronto, Ontario, says, “I always knew I was different, I didn’t know there was a term for the type of person that I was. I went into my transition just wanting to be happy. I’m glad that I’m at the point where I’m able to shave.”
Then the video, which runs on Facebook, gets to the moment of truth and Samson puts blade to face during his rite of passage. He ends with, “I’m at the point in my manhood where I’m actually happy. It’s not just myself transitioning, it’s everybody around me transitioning,”
He shares a hug with dad and the ad concludes with Gillette’s classic tagline, “The best a man can get.”
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Posted by Gillette on Thursday, May 23, 2019
The ad is tracking well on Facebook. With over 8,800 responses, more than 5,000 love it, 2,500 like it and just 132 are angry.
Earlier this year, on the heels of the #MeToo movement, Gillette also tackled toxic masculinity with a controversial YouTube ad called “We Believe” that put a twist on its tagline and asked, “Is this the best a man can get?”
Social media backlash was strong. Out of over 30 million views, it carries 1.4 million thumbs down compared to 792 thousand thumbs up.
But the 117-year-old razor brand seems to be working hard to attract a younger audience. Social media tracker Converseon found “We Believe” nonetheless did well with Generation Z and those into their 40s.
Gillette is the latest of a number of advertisers in the last few years to tell real trans stories in their commercials, including Baby Dove, L’Oreal, Microsoft, Mondelez/Honey Maid, Google Business, and others.
Related: Baby Dove and 11 other advertisers starting to get trans serious
Meanwhile, Comcast Corp.’s Xfinity Mobile brand is putting a new spin on an old trope of the uncertainty of sexual orientations in a spot running on ESPN and elsewhere.
A handsome young man looks at his phone at a bus stop while a woman standing next to him has an animated jean pocket that starts singing the well-known Doris Troy tune, “Just One Look” to the man. Then, a male voice chimes in, as the back pocket of the man next to her competes for attention. (We never see his face.)
The object of their affection is oblivious, happily editing a photo of his Boston terrier.
Finally, an androgynous person walks by, as the front of their overalls cuts in to the song as well.
Advertising is starting to become more gender savvy.
Michael Wilke has covered LGBT issues in advertising for since 1992, is the founder of Commercial Closet/AdRespect.org, and Senior US Consultant for LGBT marketing and diversity firm Out Now.
ShiningSex
This is great.
Sadly there is transphobia within our community as well. I don’t get it. People need to stop their ignorance on all sides.
BornTo
Give it a rest already. This ad is pandering at its worst.
Loki
They take testosterone and/or rub Rogaine on their faces in order to grow a beard that they wouldn’t need to shave off if they didn’t take the testosterone in the first place… ???
Brian
Yeah, I don’t think you quite understand how it works.
Loki
@Brian
Yeah, you’d need a lobotomy in order to understand how this trans stuff works….
Brian
I don’t know if unfavorably comparing your intelligence to a lobotomized person helps make your point. But no, trans men don’t take testosterone just to grow a beard so they can shave it off, and no, Rogaine doesn’t grow hair on whatever body part you apply it to. There’s a reason why a hairy palms didn’t become a thing after it hit the market.
Mikey E
@Brian – lol. You’re such an ignoramus. The face and the hands are not the same thing. Rogaine doesn’t create hairy palms, but it does in fact grow facial hair. There are plenty of articles and Youtube videos by men who have used it effectively for this purpose. Hair starts growing in a few weeks. There’s no doubt that trans-identified females use it for this purpose just as men do.
As for the testosterone, of COURSE TIFs take it to grow a beard, which they then take great pleasure in shaving off. Why? Because they lack any legitimate claim to being men, so they seize upon appearance and ritual. It’s all they have.
Scott Amundsen
“Pandering” to what? To whom?
As for you, Loki, that comment is so idiotic it does not even merit a response.
Loki
Did I say something untrue? Trans-identified females take testosterone in order to grow those patchy neckbeards that they have. And many rub minoxidil (Rogaine) on their faces to thicken the beard.
Honestly, I don’t know why Gillette is trying to market shavers to them. Most trans-identified females wouldn’t be caught dead without facial hair.
scotty
dont believe the hype. use whatever blade you want to.
Inspector 57
I f’ing HATE paying for razor blades. They — like many categories of things: lube; medical supplies; insurance; Vegas hotel “amenity” taxes; etc. — are so overpriced that it’s ridiculous.
I’d been considering joining one of those discount shave clubs. But now…
I kinda want to swing my business to Gillette. I totally appreciate their support.
Unlike “BornTo,” I have no problem with a large commercial company aiming ads toward gay/trans people. In fact I welcome the change in social norms that this sort of ad engenders.
And to “Loki”… Bzzzzt! Back to “Trans 101” and “Human Sensitivity” with you!
OzJosh
Razor blades and shaving products are among the biggest rip-offs on the market, with prices that are hundreds of times the cost of manufacture. I’d have more respect for Gillette if they stopped exploiting people and lowered their prices.
Aidanf
Wake up.
This is a major corporation doing something it doesn’t have to for the LGBT community.
This, while other companies are regressing back to anti-LGBT stances and becoming strident. against us.
The LGBT community needs to remain focused and grateful to those parties, that perhaps are not perfect, but nevertheless are being supportive to us.
If we don’t, they’ll pull back their support- they’re not going to give it away if we don’t appreciate it. JUST SAY “THANK YOU.”
Mikey E
Showing a trans in a commercial does nothing for LGB people. It’s 2 different groups.
DHT
the Doris Troy song is “Just One Look”
Topman60640
Oh please, enough with the political correctness blather.
Everyone get on the trans bandwagon! Woot Woot!
ALL they care about is selling (wildly overpriced) blades. They’d club baby seals with a tire iron if it would get you to buy from them and not Dollar Shave Club.
Geesh…you sheeple…
PrinceofPrussia
I just viewed “We Believe: The Best Men Can Be | Gillette (Short Film).” I cried. Please, people, in the name of all humanity, be better. Don’t put boys and young men through this torment. Don’t do to anymore boys what you did to me and so many others. Some of us are different. We’re not like you. It won’t hurt you to just leave us alone. If you don’t want us for friends, that’s fine. Just leave us in peace.
Doug
I also was very moved by this commercial. It really displays unconditional love.
just me
that advert was a load of moral posturing shite. made me move to schick….