The razor manufacturer Gillette has been advertising for years with the slogan "For the best in man". In view of the social development, it is now questioned what the best in a man actually is and provokes diehards with a commercial that propagates a new masculinity.
Gillette's new spot, which has so far only been shown on the English market, fits perfectly into the spirit of the times and deals critically, even ruthlessly, with its own slogan. He questions the old "For the best in man" slogan that the company has been using for decades. What's the best in a man? And how do men learn to actually look their best? In the two-minute film we see authentic images: boys beating other children, men sexually harassing women, bullies terrorizing other children on social media and a boss who condescendingly belittles his female employees. In addition, the film asks whether we men really always show our best. And he urges all men to raise their sons to actually be role models. The Gillette spot is a bold way to advertise. And he shows us what it means to be a real man. That's a lot more than you can ask of a successful advertisement...