Shannon Miller | August 20, 2019

AdWeek Ad of the Day: For Gillette, Grey Shows the Hard Work and Reward of Raising a Boy Into a Caring Man

The touching story of a grandmother who filled every role

In South Africa, two out of three boys grow up without a father. That can leave the mother—or, quite often, a grandmother—to fill roles traditionally divided among mom and dad.

For the newest extension of its global campaign exploring masculinity in the modern world, “The Best Men Can Be,” Gillette partnered with Grey Africa for a short film timed to coincide with the country’s Women’s Day. The Aug. 9 commemoration celebrates the day in 1956 when more than 20,000 women marched against increasingly strict apartheid policies.