by MARCO CASTRO @marcomakeup
Boys will be boys.
Gillette has released a global controversial campaign in conjunction with The Boys and Girls Clubs of America titled, “The Best Men can Be”, playing off their original tagline launched 30 years ago, “The Best A Man Can Get.”
The film showcases Gillette's point of view of how people can work together to set the right example for the next generation of men and take positive actions that change the culture of "toxic masculinity."
Men are not at their best today and many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin... So it is time to do it together.
Gillette’s new tagline seeks to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve... Because the boys of today are the men of tomorrow.
Gillette will be distributing $1 Million per year for the next three years to non-profit organizations executing the most interesting and impactful programs designed to help men of all ages achieve their personal best.