A father teaches his transgender son how to shave in Gillette's latest ad reframing masculinity

Campaign from Grey Canada stars a Toronto-based transgender activist and his dad

Published On
May 28, 2019

Editor's Pick

Once again, Gillette is out with an ad that attempts to reframe masculinity: It shows a transgender man shaving for the first time, with his father teaching, guiding and supporting him. “Whenever, wherever, however it happens, your first shave is special,” the copy says. 

In January, Procter & Gamble’s Gillette was in the spotlight for an ad that touched off widespread debate—sometimes heated—about its portrayal of modern manhood and about cause marketing. The new spot is from Grey Canada and stars Toronto-based transgender activist Samson Brown. It was released on Gillette’s Facebook page and at the 2019 Inside Out LGBT Film Festival in Toronto.

Brown wrote on Facebook that he wanted to include his father in the ad: “I'm keenly aware of how blessed I am to be able to exist in this world being supported by my family in ways that all too often many of my trans brothers, sisters, and siblings who exist outside the binary are not always as fortunate.”

The spot is sensitively done; PFLAG, the group for parents of LGBTQ people, tweeted: “Oh wow, ⁦@Gillette⁩, we are having all the feels here.”

But the ad is also getting predictable backlash. “Any company that deems their customers to be a petri dish for their social justice ideology is a company selling goods and\or services I have no use for,” someone tweeted, “Stay in your lane!”



May 28, 2019
Client :
Agency :
Production Company :
Skin & Bones Film Company
Director :
Angie Bird
Global Creative Chairman :
Per Pedersen
Worldwide Creative Officer :
John Patroulis
Chief Creative Officer :
Patrick Scissons
Chief Creative Officer :
Emiliano Gonzalez De Pietri
Chief Creative Officer :
Helen Pak
Deputy Chief Creative Officer :
Jeff Stamp
Executive Chief Creative Officer :
James Ansley
Copywriter :
Graeme Campbell
Art Director :
Logan Gabel
Producer :
Sam Benson
EVP, Account Director :
Brian Weston
SVP, Account Director :
Elizabeth Gilchrist
VP, Account Director :
Darlene Remlinger
Account Executive :
Kate Beaman
Director of Photography :
Jackson Parrell
Executive Producer :
Liane Thomas
Line Producer :
Michelle Woodward
Editorial Company :
Rooster Post Production
Editor :
Izzy Erlich
Assistant Editor :
Taylor McWade
Executive Producer :
Melissa Kahn
Colorist :
Andrew Exworth
Color :
The Vanity
Colorist :
Conor Fisher
Color :
Alter Ego
Post Production :
Fort York
Executive Producer :
Sam McLaren
Flame Artist :
Paul Binney
Sound Design :
Cylinder Sound & Film
Sound Engineer :
Cylinder Sound & Film
Executive Producer :
Brad Nelson
Music Company :
Asche and Spencer

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