Gillette puts the spotlight on toxic masculinity in sport in ad with Raheem Sterling

Daisy Zhou directs spot by Saatchi London starring the Premier League soccer player

Published On
Feb 12, 2020

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Gillette continues to address the topic of toxic masculinity in its advertising, this time with a spot out of Saatchi & Saatchi London that takes a look at the role it plays in sport.

The spot, running globally with the exception of North America, stars Raheem Sterling, the U.K. Premier League soccer player who has been outspoken on the topic of race (and recently appeared in a Nike campaign vocalizing some of his views.) It starts with the Manchester City player shaving in front of the mirror, telling us "if someone asks you what you're made of, don't just tell them – show them." Vignettes show a younger player break up a fight on the soccer field while one player reaches out to another after a game. The film finishes with an image of Sterling hand in hand with a young mascot before walking out onto the pitch, telling viewers "when you show the best of yourself, you don’t just play the game, you change it."

Gillette launched its campaign looking at toxic masculinity a year ago, with a spot directed by Kim Gehrig that touched on the #MeToo issue by asking "Is this the best a man can get?" and attracted some controversy.

The new ad was directed by director DZ (aka Daisy Zhou) at Great Guns, who comments in a statement: “It’s a special opportunity to be part of an ongoing conversation of what masculinity means, and what it can represent in a changing culture. Following on from the previous campaign, I wanted to focus specifically on the power of showing the best of yourself in a difficult scenario – and the effect this power can have on people, especially the younger generation."



Feb 12, 2020
Client :
Agency :
Saatchi & Saatchi-London
Brand Manager :
Jared Regan
Assistant Brand Manager :
Cecile Matias Nesif
Charlie Martin
Art Director :
Claudio Pasqualetti
Copywriter :
Stephen Beverley
Executive Producer :
Jenni Humphrey
Assistant Producer :
Lilly Alter
Creative Services Director :
Debbie Burke
Business Lead :
Elinor Chambers
Business Director Lead :
James Anderson
PR :
Charlie Walters
Sterling Commercial Manager :
Philip Cooper
Sterling Head of Content :
Shane O’Brien
Sterling PR Lead :
Charles Ceesay
Sterling BTS Photographer :
Social Digital Agency Producer :
Tim Philips
Social Digital Assistant :
Christopher Bethell
Social Digital Assistant :
Phil Horton
Print Producer :
Cat Long
Photographer :
Shamil Tanner
Production Company :
Great Guns
Director :
Daisy Zhou
Executive Producer :
Kate Philips
Producer :
Dale Healy
Service Partner :
Production Manager :
Camera Operator :
Peter Wignall
Production Designer :
Max Meronti
Costume Designer :
Paula McNamara
Makeup & Hair Stylist :
Louise Meadows
Edit House :
Amuse the Butcher
Editor :
James Demetriou
Post House :

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