“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

“beard unfiltered”

Sure, dad might be a little behind on the latest tech trends. But when he discovers one he likes, best believe his son will be the first to hear about it.

What happens when the dad of a bearded son discovers the famous beard filter? He can’t help but to show it off. Can his son convince him that with KCG, he can have his own beard IRL?

Agency: Vayner

Role: Creative Director

Creative Director: Eric Witman

CCO: Rob Lenois

Strategy: Phil Levine

Producer: Paul Rubin

Director: Araeia Robinson

Production: Eva Nosidam

Editor: Michael Elliot