Gillette started off the year with a powerful commercial titled “We Believe: The Best Men Can Be”, which proved that the company is paving the way to a more inclusive world.
Well, they have done it again, this time showing a father teaching his transgender son how to shave as part of the #MyBestSelf campaign. The tagline reads, “Whenever, wherever. However it happens, your first shave is special”.
The commercial features a transgender Canadian teen, Samson Bonkeabantu Brown. “I always knew I was different but I didn’t know there was a term for the type of person that I was,” Brown says in the ad. “I went into my transition just wanting to be happy. I’m glad I’m at the point where I’m able to shave.”
Brown’s father tells him, “Shaving is about being confident. You’re doing fine.”
In a Facebook post, Brown wrote, “I shot this ad for Gillette and wanted to include my father, who has been one of my greatest supporters throughout my transition, encouraging me to be confident and live authentically as my best self. With the help of Gillette, I was able to share an important milestone in every man’s life with my father.”
Adding, “I am confident that this ad will encourage many of my trans siblings and fill them with the knowledge that our existence in this world can be filled with the love and support we deserve. Be good to yourselves. Love yourselves. And know that when you greet the world with love, it can and will love you back, often in the places you least expect.”
Gillette is being applauded for their new approach to advertising, along with their ability to make everyone sob.