Objectives
After nearly three decades of advertising that focused on the white male stereotype, Gillette South Africa needed a campaign that would resonate with South Africans. Under normal circumstances, our campaign would have been to connect with men only. But in a country where two out of three boys grow up without their father (or any other male figure) in the home, our objective was to connect with a target market that was broadened to include women too, since it was likely Mom buying a boy his first razor if Dad wasn't around. We knew that continuing to show a...