New Gillette UK campaign hits an identity crisis

Shaving is a tedious and, if you use Gillette products, expensive business.

The P&G-owned brand is under pressure from cheaper online alternatives so it’s decided to modernise its “the best a man get get” pitch in a new campaign from Grey UK. So it’s no longer a macho hunk shaving but men who “take a good look inside, they let it out, hug it out.”

How can you hug something out? And what’s that got to do with shaving? Complete balls.

MAA creative scale: 2.

Mind you it’s not quite as bad as this from the US a few years back.

Runs it close though.

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