Gillette launched a powerful new spot that champions the true spirit of young men in football. Directed by Great Guns’ Daisy Zhou, the film features Premier League footballer Raheem Sterling and showcases a number of cinematic vignettes that explore the evolving relationship between masculinity and sport.

Creatively devised by Saatchi & Saatchi, the spot begins with Sterling shaving in front of the mirror. Addressing viewers, he says ‘if someone asks you what you're made of, don't just tell them – show them.’ The film then cuts between different scenes, showcasing the ways in football plays a role in the lives of young men. Through a voiceover, Sterling tells the audience that you don’t have to raise your fists to beat your enemies – challenging the role toxic masculinity plays in sport – as we see a younger player that has just been fouled break up a fight on the pitch amongst other players. The voiceover then encourages players to never stop believing and do more than is expected, as we see a group huddle and one player reaching out to another after a match.

Made of What Matters aims to inspire the next generation, focusing on celebrating the best of what happens on the football pitch, as well as the behaviours and values that outline what it means to be the best off the pitch

Gillette - Made Of What Matters

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