“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.

gillette x us hispanic

TVc - US hispanic market

“latino dad tries gillettelabs”

This is a BIG deal for Gillette. Backed by strong data and insights we created the first US Hispanic specific ad in Gillette history. No more dubbing over english speaking spots. And to do it we tapped @thesalguerofam to tell the authentic story of Diana convincing her papa, who thinks his old razor works just fine, to try GilletteLabs for the first time.

Agency: Vayner

Role: CD

CD: Eric Witman

CCO: Rob Lenois

Creatives: Brandon Valadez, Brent Szklaruk-Salazar, Mauricio Gonzalez

Strategy: Phil Levine, Ana Colicchio, Camila Mourino Aoun

Producer: Sam Reinstein

Director: Veronica Von

Production: Landia

gillette x toronto

TVc - toronto raptors partnership

“get ready with gradey”

Gradey Dick. the Next Generation of Toronto Raptors, schools icon Tracy McGrady on the best shave a man can get is with GilletteLabs.

Agency: Vayner

Role: Creative Director

Creative Director: Eric Witman

CCO: Rob Lenois

Strategy: William Santos-Powell

Producer: Lauren Dinsdale

Director: Sacred Pact: Jacqueline Davis & Sunny Lee

Production: Vagrants

overtime

teasers, hightlight reels and social forward round!

We had fun on set with the boys to grab as much content as we could

gillette x quebec

TVc - quebec

“la bise ”

We extended our “Next Generation” campaign to connect with the Quebec specific market using recognizable talent to the region. Montreal Canadian’s beloved @RafaelHarvey-Pinard, who vent viral in Canada for hand delivering pizza’s from his parents pizza shop during Covid. In this chapter of the campaign, Rafael delivers a pizza to his aunt who greets him with a “La Bis” to notice his shave and is then convinced to upgrade her husband’s razor.

Agency: Vayner

Role: Creative Director

Creative Director: Eric Witman

CCO: Rob Lenois

Producer: Taylor Vance

Director & Editor: Vincent RC

Production: Consulat