A shock in Advertising Land this week. The Best A Man Can Get was for 30 years one of the best tag lines a brand can get. This week P&G giant Gillette launched "The best men can be" campaign.
"Our tagline needs to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve… Because the boys of today are the men of tomorrow."
Gillette committed donating $1 million per year for the next three years to non-profit organisations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation.
Sounds good? Gillette gives the #me-too movement a great masculine twist. Although, the company takes a huge risk as well. Do men like to be told what to do? And does Gillette really want to engage for the long run? Let's wait and see to find out. Anyhow, let it be an inspiration for other advertising giants to use their power to make the world a better place.