Gillette: Celebrating the women grooming the next generation of South African men

Gillette, the men’s razor brand, ran a video and social campaign in South Africa to acknowledge women who bring up their sons without a father, attracting positive sentiment and driving traffic to the brand’s website.

Campaign details

Brand: GilletteAdvertiser: P&G Entrant: Grey Advertising AfricaCategory: Single MarketPrincipal author: Maxine Selmer-Olsen, Grey Advertising AfricaContributing author: Stuart Walsh, Grey Advertising Africa

Background and context

Around most of the world, boys subconsciously learn to navigate the complexities of adulthood by spending their childhoods watching and learning from their fathers. The psychological benefits of an involved father are well-documented in scientific studies and mainstream media, with the extent to which a father engages with his children having profound implications on boys, especially. A son's relationship with his father shapes the...

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