The Best A Man Can Get | Ad Review
The Best a man can get | Ad review
If you haven’t seen the short film ‘We Believe: The Best A Man Can Get’ by Gillette, do yourself a favor and check it out above.
Should Brands Take A Social Stance?
Chris’s Hot Take:
Now let’s jump into the question “Should Brands Take A Social Stance?” first. You don’t have to agree with my opinion, but you’d be wrong. Brands should absolutely take social stances. Brands are influencers, brands are what we look up to throughout our lives. I’m not sure how things got this way, but I am often inspired by brands like Nike, NASA, TESLA, or even Oreo.
Here’s what’s brave—brands that take a social stance knowing that they will almost always lose a following. What’s more is they may not even GAIN any new followers or customers. You know what it will do though? Increase the association we share with that brand, improve the relationship, and inspire its fans to be proud of their association and that they are supporting such a brand.
I won’t dive into my opinions on the overall message, but if you’re curious just ask. — @thechriscox
There Is A Proper Way To Take A Stance
My biggest complaint with a brand taking a stance is it’s usually a one off and a PR play. It’s important that the stance is one the brand should be taking in the first place. It’s also critical there is an action they taking beyond a commercial or brief campaign. Gillette again provides an excellent example on how to do this. “The Best A Man Can Get” has been Gillette’s slogan for over 30 years, now they challenge men to be the best the can be. Here’s how they can use their resources to impact change: Create the messaging, defend the stance, provide resources. Well, they checked all the boxes.
“As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation.”
Let me just say, I haven’t shaved in a year, nor will this commercial convince me to to do so. I will, however, continue to strive to be the best a man can be. Gillette has inspired me to continue to treat everyone as equals and to continue to use my voice to stand up for what I believe in.
Now, here’s the last time I shaved, via Regan Shorter: