We Believe: The Best Men Can Be
by Gilette
What is the message and target audience?
The main message Gilette delivers in this ad is clearly stated right at the end of the video: It's only by challenging ourselves to do more that we can get closer to our best. When society uses "boys will be boys" as an excuse for toxic masculine behavior, it becomes more and more acceptable to carry on acting this way, treating women like objects, acting tough all the time, never showing emotions. Towards the middle of the ad, we're given a glimpse of what men can and should be. The target audience is stated to be younger boys, with the voice over saying, "The boys watching today, will be the men of tomorrow."
What is the purpose?
Gilette presses the question: is this all there is? Is this what it means to be a man? They almost dare their audience to question everything they've ever known to be acceptable behavior and want them to change that. This implores the young men watching to break down those barriers and to act on these behaviors.
What are the embedded values?
Treating people with respect and compassion should come first above all else. Doing so is what brings out the best of men. What society might label as "weak" and "girly" doesn't have to be if you choose to stick to the right attitude.
What beliefs, attitudes or behaviors are being promoted?
The ad promotes the message to check not just yourself, but even the men around you. Putting an end to toxic behavior by acting against it. An excerpt of Terry Crew's speech in congress to testify on the Survivor's Bill of Rights is also included, in which he says, "Men need to hold other men accountable." Which is then followed by a series of clips of various men mediating the behaviors of other men (a man stopping his friend from cat calling a woman, a man breaking up a fight between two young boys, etc.)
Who will gain profit?
With the backlash Gilette has faced over this ad from earlier this year in January, the answer to that questions might as well be Gilette's competitors. While many have pledged to switch over to Gilette for taking a stand against toxic masculinity, many long-time customers have vowed to never pick up another Gilette razor ever again, because of feeling offended by the ad's message. However, I believe in the long run, many men will come to stand with Gilette and realize the positive message they are trying to promote.