“Next Generation” campaign

Gillette has been synonymous with masculinity for over a century, driving men's grooming and self-image all together. But in recent years, GenZ men and their definitions of masculinity have evolved faster than we have.

We’ve all seen father teaching son… hell Gillette owned that moment in their shaving ads forever, but this GenZ generation is not only finding their own way in life, but leading the way for others.

We’ve set the tone for the brand for the foreseeable future where we plan to flip the convention (in some way that Gillette as a brand has even created). And plan to illustrate all the ways GenZ inspires every generation to think differently about grooming. Welcome to the Next Generation of Grooming with Gillette.

TVc - TO COME

“barber betrayal”

Cheating on your barber, bad. Cheating on your barber that is also your uncle, even worse. But there are those times where you are in a crunch and have to find another solution. But a razor?! On a sensitive face?! Yes, meet Gillette SkinGuard. A razor design with black men in mind. And obviously Gen-Z nephews have to teach their uncles what’s up, in our next Gillette brand to fold into the Next Generation campaign,

Agency: Vayner

Role: Creative Director

Creative Director: Eric Witman

CCO: Rob Lenois

Sr Team: Jack Rogosin & Bobby Selby

Strategy: Phil Levine

Producer: Paul Rubin

Director: Howard Grandison

Production: Honor Society

Editor: Jim Mooney