Thirty years ago, Gillette launched the campaign, The Best A Man Can Get. Since then, it has been an aspirational statement, reflecting standards that many men strive to achieve. But turn on the news today and it’s easy to believe that men are not being seen at their best. Many men find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious. And when the changes needed seem so monumental, it can feel daunting to begin.
So, Gillette said "let’s do it together". As a brand that had long encouraged men to be their best, Gillette believed it had a responsibility to promote positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, Gillette took a hard look at themselves and turned their iconic line into a question "Is This The Best a Man Can Get?" and invited all men to strive to be better and to help each other be better. As part of the campaign, Gillette will be supporting non-profit partners and charities in the important work they do to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation. Because the boys of today will become the men of tomorrow.