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.
Every hero sweats. Some never show it.
This powerful perspective raises the bar at the intersection of his foundation’s mission to serve others in an effort to increase awareness and support for underserved youth in the classroom and Gillette Clear Gel’s 48-hour protection from wetness and odor during these impactful moments that make every day matter.
Creating a video and print ad to show, not tell.
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.
What are the results?
Since launching the Gillette APDO work, where we show how 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.
