A drag queen and a synchronized swimmer star in Gillette's latest ad reframing masculinity

Celebrity-filled campaign by Proximity for Spanish market also includes an educational element

Published On
Jun 05, 2019

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Following its controversial U.S. spot highlighting toxic masculinity, which debuted in January, Gillette is continuing its campaign to reframe the role of men and its tagline "The best a man can get" in a new spot from Spain.

Created by Proximity Madrid, the ad is founded on the insight that 75% of Spanish men do not identify with the traditional male stereotype and intend to bring up their children based on a more progressive, positive concept.

The spot questions what it means to be a "real man." It starts by briefly paying homage, in black and white, to some previous ads from Gillette in Spain but goes on to feature six Spanish male celebrities—actors Paco León and Jesús Vidal; singer Dani Martín; athletes David Silva and Pau Ribes and photographer and drag queen Rubén Errebeen. They're all shown representing different aspects of masculinity. For example, Silva is shown in a social media post cradling his baby, Ribes is shown shaving his legs before a synchronized swimming event and Errebeene is seen putting on makeup.

The commercial was produced by Igloo and directed by Miguel Angulo. There will also be a social media campaign featuring the personalities with the hashtag #ittakesarealman, and Gillette will fund an educational program of interactive chats for teens focused on looking at masculine values. 

"Brands need to pay attention to issues that affect and concern our consumers," said Javier Riaño, head of beauty and corporate marketing at P&G in a statement. “In the case of Gillette, historically linked to men and masculinity, we want to use our voice to launch a modern, positive vision of what it means to be the best version of a man."

Eva Santos, Chief Creative Officer at Proximity Worldwide, says in a statement, “Developing this project with Gillette has been a real privilege. Few brands have the kudos needed to launch a message of this type, which requires both standing and courage, but Gillette Spain has both."


Jun 05, 2019

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