Gillette has one of the most iconic taglines in marketing history.

“We literally invented the words, ‘The best a man can get’ … in a 1989 Super Bowl commercial,” boasts Pankaj Bhalla, director/North America for Gillette, the shaving line, and Venus, a sister brand within Procter & Gamble’s portfolio.

For Bhalla, this TV spot epitomized the way that aspiration was presented to men for an extended period of time. “He was the alpha male,” he told delegates at Advertising Week New York 2018. “He was obviously working for Wall Street. That makes a lot of sense. And he always got the girl in the end, who caressed his cheek and kissed him for reasons we can’t fully explain.”