This short, factual mini-documentary was created as a content piece to bring Gillette's global platform around fathers and sons to life in a uniquely South African context, where most men (two thirds) are raised to manhood by a mother or (more often) a grandmother. Instead of making an ad to sell a product, we made a short film celebrating the women raising the next generation of South African men.
We meet Akhona, a young man who has been raised from early childhood by his grandmother, Nozizwe. She has been both mother and father to him. She's the one who taught him to shave and who is still teaching him how to be the best man he can be. During the film, she speaks about raising Akhona, and gives him advice about how to be the best man he can be.
The most telling piece of data is the fact that about 90% of the men who've seen the piece comment that this was their story.