The Gillette Ad – Humanity & Meaning in Marketing

The new Gillette Advert has caused quite a stir and at first glance seems to have divided people. The initial press stories seem to focus purely on the negative reviews.

We have to remember we live in a time when data and opinions can be manipulated. I am not saying there was a lot of negativity towards the video but the way the negative comments were coming in (in bursts of 25 – 50 at a time) and almost using the same template it would be a good guess that these were being manipulated.

So why would Gillette produce a video like this? Are they really acting on the #metoo movement or simply looking for a marketing angle?

We could be cynical but I believe we are living through a time of great change. For all the negativity we see around us there is also a movement towards meaning and for wanting to be part of something that does bring change into the world.

The fact is brands need to appear more human, the time when simply the reputation of the logo would continue to build brand trust is changing.

For example older people may feel loyalty towards a brand because of what it means to them and the quality of the product etc. It may be that their parents also used it. For younger people I do not think this is enough anymore.

Younger people want to know more about what a brand stands for, what issues does it support? What is its social conscious? How does it treat its staff and suppliers? What is its approach to the environment etc. 

What people what to see is the humanity behind the brand, to see meaning and feel that they are actually helping to bring change into the world. 

I feel this is what Gillette is trying to do. For me personally I feel the Ad is very moving, excellently executed and engaging. I sincerely hope that for every customer they lose, they gain another 10.

Phil Aston

Genius Loci Media