Gillette Spain's Spot for International Men’s Day is an Ode to Bumfluff

November is Men’s Health Awareness Month, peaking today, 19th November with International Men’s Day. The moustache is the international mascot for supporting men with prostate cancer, through the #Movember movement. But if we look back at men's teenage years, their moustache can be a real cause of ridicule - ‘fuzztache’ or ‘bumfluff’, to name a few.

This is the insight being used by Gillette, in collaboration with Proximity Spain, in their new campaign ‘A Moustache | My Moustache’ with the claim ‘It takes a real man to start being you’.

The new campaign from Gillette focuses on that key moment - puberty.

“As a brand, we feel it is important to transmit constructive, positive values, starting with the youngest among us. ‘It takes a real man’ is our effort to prevent men feeling pressurised by stereotypes of any kind, so that they can feel comfortable enough to make their own choices at all times in order to become the best version of themselves,” comments Santiago Antolin, Gillette brand manager Iberia.

The campaign revolves around a fun ad featuring boys using a song as an anthem to make themselves gradually feel better about their first ‘peach fuzz’. The songwriter is Stephen Collins Foster, the composer of the classic ‘Oh, Susana’. His lyrics aim to empower teenagers who notice the beginnings of their first moustache, talking about how good it is to have a good moustache.

The ad will be on TV on 18 November, during the Spanish team’s qualifier for the UEFA Euro 2020 final tournament. And it will be seen on TV and on different digital media over coming weeks.

According to Susana Pérez, executive creative director at Proximity Spain: “Puberty sees the beginnings of masculinity and that is where we have found an insight never before addressed in advertising: peach fuzz, a visible symbol of a whole series of changes that come with puberty and can create a complex for young men. A brave campaign by Gillette that tells these youths: ‘that nobody should tell you when to start shaving, not even us’.”

The campaign also includes a 60-second digital ad that will be hosted on the hayquesermuyhombre.es website, in addition to a brand day on YouTube coinciding with International Man’s Day, and a display campaign.