Our Passionate about Stories series looks at storytelling from organisations of all shapes and sizes. The series gives us an opportunity to learn from brands we love and develop our storytelling skills.
Nowadays, more brands are using storytelling to better connect with their audiences. Many brands use stories to convey their values or their history. Some brands use storytelling to build trust. Other brands use storytelling to educate people about causes that are close to their hearts.
This week, we’re taking a look at Gillette’s latest storytelling campaign which tells the story of a transgender boy experiencing his first shave.
How their story began
Thirty years ago, Gillette launched their tagline, ‘The best a man can get”. Since then, Gillette has become more involved in conversations regarding masculinity and gender. This prompted them to introduce a new tagline which is more in alignment with their brand values. Today, their main tagline is “The best men can be”. Gillette is committed to encouraging men to be confident and comfortable in their own skin. Through this initiative, Gillette has been advocates for and donated to many charities which invest in the needs and wellbeing of men. Throughout the years, Gillette has run a variety of storytelling campaigns to empower men to be the very best that they can be.
The story of Samson
This particular campaign allowed Gillette to continue to explore and redefine the idea of masculinity. Gillette decided to make moves to redefine their brand vision to align with current conversations regarding masculinity. In 2019, Gillette debuted a short film, “We Believe”, which sought to redefine masculinity. The campaign made direct reference to the #MeToo movement. The creative expands the brand’s traditional tagline, “The Best a Man Can Get”, to “The Best Men Can Be”.
Gillette decided to launch a new ad which shows a traditional rite of passage: a father teaching his son how to shave. What makes this story unique is that this heartwarming moment features Toronto-based transgender activist Samson Bonkeabantu. Samson’s story shows his father coaching him on how to shave and reassures him to not be scared. As his father instils a great deal of confidence in Samson, we are invited into the story to share this uplifting moment with them.
The Importance of Storytelling
Samson’s story not only depicts a touching moment between a father and son. It illustrates Gillette’s commitment to being thoroughly educated on conversations concerning masculinity and inclusivity. This directly propels their mission statement to empower men to be the best they can be. Gillette’s storytelling approach is intrinsic to creating a more deeper and personal connection with their audience. The story sparked positive engagement especially from trans men who said they could relate to Samson’s experience.
In the short video advertisement, Samson’s story finishes with a touching sentiment, “Whenever, wherever, however it happens, your first shave is special.” Check it out below!