Father helps transgender son shave in emotional new Gillette ad
What's the story
For far too long, popular brands with wider male customer bases have marketed products by catering to toxic masculinity. However, four months ago, Gillette used its enormous reach to break that pattern with the groundbreaking 'The Best Men Can Be' advertisement, and apparently, despite the criticism, they're not backing down. Gillette recently unveiled a new advertisement featuring a transgender man learning how to shave.
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Ad captures trans artist's experience of a first shave
Gillette's new ad details the experience of a man's first shave- a significant moment, symbolic of coming-of-age, as cis-gendered men would agree- featuring Toronto-based transgender artist Samson Bonkeabantu Brown as his father helps him shave for the first time. "Don't be scared," his father says to him in the video, "Shaving is about being confident." The advertisement has over a million views on Facebook.
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Brown speaks about his struggles with manhood in ad
"South, South, North, North, East, West," Brown says in the video as if recalling earlier instructions from his father, "Never in a hurry." "Growing up, I was always trying to figure out what kind of man I wanted to become and I'm still trying to figure out what kind of man that I want to become," he says in the video.
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'Whenever, wherever, however it happens- your first shave is special'
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This ad will encourage many of my trans siblings: Brown
Sharing the ad on Instagram, Brown described how his father was one of his greatest supporters through transition and encouraged him to be "confident and live authentically." Brown added, "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."
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Brands have responsibility to champion relevant issues: Gillette spokesperson
"Gender conversations are happening all around us and we believe brands play a role in influencing culture and have a responsibility to use their voice to champion issues of great relevance to both the brand and our customers," Gillette spokesperson Corey Manuel told NBC News.
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Gillette January ad on toxic masculinity faced backlash
On a related note, Gillette's January commercial modified "the best a man can get" slogan to "the best men can be," addressing the toxic male culture of "boys will be boys" in the #MeToo era. It questioned the male gaze, imploring men to introspect "Is this the best a man can be?" It was criticized by the #NotAllMen brigade, men's rights' activists and everyday misogynists.
History
Trans activist face of Gillette's #MySkinMyWay campaign
Notably, earlier this year, Gillette had pushed for trans visibility by including Jazz Jennings, a teenage transgender model and LGBTQ+ activist, in their #MySkinMyWay campaign for their Venus women's razors. Last month, American shaving products brand Harry's had quietly released an advertisement inclusive of the transgender community. The advertisement casually included a trans man amid several men from different age groups and racial identities.