On the 30th anniversary of its famous tagline “The Best a Man Can Get,” Gillette is taking a fresh look at what it means to be “the best.” The company is introducing a marketing campaign and charitable program dedicated to celebrating the stories of men who are making a positive impact and inspiring other in the process.
The program-leading short film, entitled “We Believe,” was developed by Gillette’s global advertising agency Grey and directed by Kim Gehrig of production company Somesuch. It showcases Gillette’s POV of how we can work together to set the right example for the next generation of men and take positive actions that push back against bullying, sexual harassment and the “boys will be boys” mentality, changing the culture of “toxic masculinity.”
Additionally, Gillette has committed to donating $1 million per year for the next three years to non-profit organizations executing programs in the U.S. designed to help men of all ages achieve their personal “best,” changing the conversation of modern manhood for generations to come.
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST for UNLIMITED ACCESS to all SHOOT pages using either your email or social login (LinkedIn, Facebook, Google or X)
The limited access duration has come to an end. (Access was allowed until: 2019-01-17)
Credits
Client Procter & Gamble/Gillette Agency Grey New York John Patroulis, worldwide chief creative officer; Jeff Stamp, deputy chief creative officer; Joe Mongognia, executive creative director; Asan Aslam, group creative director; Patrick Conlon, creative director. Executive Production Townhouse Katy Hill, VP, executive producer; Rondell Wescott, VP, integrated producer; Kurt Steinke, music producer; Nina Pratt, casting supervision; Alice Lambrides, talent manager. Production Somesuch Kim Gehrig, director; Adam Arkapaw, DP; Nicky Barnes, exec producer; Saul Germaine, line producer. Editorial Cosmo Street Joshua Berger, Tom Lindsay, editors; Anne Lai, head of production; Maura Woodward, exec producer. VFX/Finishing MPC Thiago Porto, VFX supervisor; Mark Gethin, colorist; Alvin Cruz, creative director; Joey Deady, John Shafto, Flame artists; Rob Ufer, 2D lead; Matthew Loranger, exec producer; Meghan Lang, color exec producer; Aiste Akelaityte, VFX producer; Rebecca Boorsma, color producer. Sound Design/Audio Post Heard City Keith Reynaud, sound engineer; Tom Morris, assistant sound engineer; Gloria Pitagorsky, exec producer. Music Future Perfect Music John Connolly, Adam Hochstatter, Ben Pacheco, composers/artists; Victor Magro, arranger; Maxwell Gosling, exec producer. Song: "Reach Out"
Zombies are no longer slow pokes in this “Scary Fast: Zombies” spot for Skechers Aero Burst, directed by Caviar’s Keith Schofield and produced by Caviar US.
The film opens with slow-moving zombies being teased by the local teens, who run away from them and successfully leave them in the dust. The squad of formerly-alive trudgers is hindered by the wrong shoes, but that changes when they glimpse the new Skechers AERO Burst™ sneakers in a shop window. Once outfitted with the aerodynamically designed shoes, the living dead posse cuts to the chase when the teens taunt them again, saying, “Good luck catching us.” Seeing the Zombies charge towards them in the speedy shoes, the teen ringleader changes his taunt to, “Oh sh*t!”
Skechers AERO Burst “Scary Fast” features SFX makeup from the infamous Tony Gardner (“127 Hours,” “Zombieland Double Tap,” “Hocus Pocus,” “Bad Grandpa,” as well as work with Daft Punk), and features a distinctly ‘90s vibe. Skechers’ Rex Fish was creative director of the campaign. Caviar’s U.S. division was led by Michael Sagol, with Casey Wooden executive producing.
