Gillette Reimagines its Classic Slogan to Reveal What it Means to Be ‘The Best Men’ Today

With over 100 years at the forefront of shaving and an iconic slogan that is synonymous with the brand’s heritage, Gillette tasked Grey London with creating a new campaign that revitalises the “Best a Man Can Get” tag line while questioning what ‘best’ means to the modern-day man.

The campaign celebrates modern male virtues - self-expression, internal and external well-being, comradery, and dependability. “Best Men” aims to reflect Gillette’s relevance to the modern man and demonstrates how

Gillette understands what being the ‘best’ means for men in 2018, and how it has evolved since they launched the iconic campaign in 1989.

GCD at Grey London Will Adam, said: “Gillette has always wanted men to be the best they can be and these days that’s about so much more than simply looking good on the outside. It’s about looking inside and figuring out what kind of man you want to be.

“It’s no longer acceptable to tell men to man up, bottle it up and show no weakness. This campaign aims to celebrate the virtues that mean something to modern men.” Gillette’s Brand Manager Matt Thomas, said: “As a brand we strive to help men look, feel and be the best man they can be. This campaign provides a powerful platform for Gillette to demonstrate both its relevance and its superior product quality.”

The “Best Men” campaign, which launches on August 17, comprises a TV commercial as well as out of home, print and social media activity in the UK.