The meaning of masculinity has never been of greater debate.
Today’s men are not one-dimensional creatures. They balance strength with vulnerability, and are smart enough to know they can’t have one without the other. We want to celebrate those men that embrace their duality, knowing that with vulnerability comes growth. Because the toughest men aren’t those who show strength in front of others. They’re those who win battles we know nothing about.
And as leaders of the next generation of men emerge, they work to show how the definition of a man has changed.
Two-time Super Bowl champion and NFL Walter Payton Man of the Year, Chris Long has overcome the fear and the doubt surrounding both his legendary work on the field and his humanitarian efforts across the globe.
Because they know that the strongest people are not those who show strength in front of the world but those who fight and win battles that others do not know anything about.
Men in the military often live 2 lives. One in service of their country and one in service of their family and friends. But what happens when their service comes to and end, and they have to readjust to life in the civilian world? This is when they really start to sweat, when the stress and fear of the unknown is right in front of them, and they have to make decisions that we take for granted.
Every hero sweats. Some never show it.
These powerful perspectives raise the bar at the intersection of these men’s mission to serve others and be good fathers and role models in their respective lives, and Gillette Clear Gel’s 48-hour protection from wetness and odor during the most stressful moments. These are the moments that make every single day matter and these are the opportunities to show what a real man looks like.
We created videos and print ads to show, not tell, how these men rise to the occasion and show up in their lives as the best men they can be.
We partnered with Chris Long from the Philadelphia Eagles to show the world what the best a man can be, really looks like. Using his platform, both on and off the field, Chris gave us the perfect balance of masculinity and vulnerability, while providing a unique role for the product throughout. Using Chris Long as our spokesperson, his work on the football field was an obvious connection to the product and it’s benefit of 48-hour sweat protection. His work off the field allows us to connect his humanitarian efforts digging wells overseas or supporting underserved schools in communities closer to home, to show everyone what really makes him sweat.
What were the results of showing the duality of these men?
Since launching the Gillette APDO work, where we show what the best men can be actually looks like, in the context of such a divisive world, Gillette has become the number 1 selling antiperspirant in the US based on retail dollars. In addition, we have accumulated over 1 million views between the 2 videos on YouTube, showing what masculinity today looks like in a world that demands more from all men, and how they can trust Gillette Deodorant to keep them dry in the most stressful situations.
