The short film, conceptualised by Grey ( Joe Mongognia, Patrick Conlon, Abigail Hoeflinger & Brian Pluta) and directed by Kim Gehrig, opens with the question, “Is this the best a man can get?” in reference to the brand’s motto since 1989, “The Best a Man Can Get.” Scenes depicting alleged male negativity\u2014such as bullying, misogyny, sexual misconduct, and toxic masculinity\u2014follow; social movements like #MeToo are acknowledged. It also disagrees with the idea that “boys will be boys,” and it admits that many of its old ads had a very simple view of what it means to be a man.<\/p>\n\n\n\n
“We believe in the finest in men: To say the right thing, to behave the right way,” the commercial adds, knowing well well that “the boys watching now will be the men of tomorrow.” To emphasise this point, the original phrase has been revised into “The Best Men Can Be.”<\/p>\n\n\n\n
Through this campaign and its accompanying website, Gillette committed $1 million over the next three years to groups like Boys & Girls Clubs of America that “[assist] men reach their personal best” via this campaign and its accompanying website. <\/p>\n\n\n\n