“Next Generation” campaign

Gillette has been synonymous with masculinity for over a century, driving men's grooming and self-image all together. But in recent years, GenZ men and their definitions of masculinity have evolved faster than we have.

We’ve all seen father teaching son… hell Gillette owned that moment in their shaving ads forever, but this GenZ generation is not only finding their own way in life, but leading the way for others.

We’ve set the tone for the brand for the foreseeable future where we plan to flip the convention (in some way that Gillette as a brand has even created). And plan to illustrate all the ways GenZ inspires every generation to think differently about grooming. Welcome to the Next Generation of Grooming with Gillette.

TVc

“face time”

It’s a tale as old as time, father teaches son how to shave. Gillette created the heartwarming ads and culture that comes with shaving…But this new sh*t they’ve been cooking up, is next gen AF. So we’re flipping the convention on this script where son now teaches father a thing or two about shaving with the GilletteLabs razor with Exfoliating Bar.

We launched our new campaign with this GilletteLabs spot.

Enter Joe and Frank Mele. Tiktok’s famous father & son duo. Who better to deliver this message than Joe Mele who is known for teaching his dad everything happening in this generation, like the next generation is shaving by GilletteLabs.

Agency: Vayner

Role: ACD

ACD: Eric Witman

CCO: Rob Lenois

Strategy: Phil Levine

Producer: Peter Feldman

Director: Joseph Kahn

Production: Supply & Demand

Editor: Bruce Herman - Lost Planet

And ya wanna know how you’ve made it big? when someone takes the time to re-edit your commercial.

Supporting social

Joe and Frank announced their big screen debut on Father’s Day in a social media post. With over 4M+ impressions organically. Happy Father’s Day frank, you’re going to be in a Gillette commercial!.

we are continuing to strengthen our partnership and GilletteLabs brand by working closely to create relevant content that resonates with their audience.

TVc - US hispanic market

“latino dad tries gillettelabs”

This is a BIG deal for Gillette. Backed by strong data and insights we created the first US Hispanic specific ad in Gillette history. No more dubbing over english speaking spots. And to do it we tapped @thesalguerofam to tell the authentic story of Diana convincing her papa, who thinks his old razor works just fine, to try GilletteLabs for the first time.

Agency: Vayner

Role: CD

CD: Eric Witman

CCO: Rob Lenois

Creatives: Brandon Valadez, Brent Szklaruk-Salazar, Mauricio Gonzalez

Strategy: Phil Levine, Ana Colicchio, Camila Mourino Aoun

Producer: Sam Reinstein

Director: Veronica Von

Production: Landia

TVc - on air soon!

“beard unfiltered”

Sure, dad might be a little behind on the latest tech trends. But when he discovers one he likes, best believe his son will be the first to hear about it. 

What happens when the dad of a bearded son discovers the famous beard filter? He can’t help but to show it off. Can his son convince him that with KCG, he can have his own beard IRL?

Agency: Vayner

Role: ACD

ACD: Eric Witman

CCO: Rob Lenois

Strategy: Phil Levine

Producer: Paul Rubin

Director: Araeia Robinson

Production: Eva Nosidam

Editor: Michael Elliot

social

where did the campaign get it’s start? from our viral (87M+ views) father and son shaving video of course. we believe that insights are built in social. real people, really reacting.

we also believe we can play an authority role in the shaving and grooming category given our 125 years of experience.

these are some of our top performing social content