• Since the dawn of young man, it's been his father's responsibility to teach him to shave. Gillette has owned this moment in their ads for centuries, driving men's grooming and self-image all together. But GenZ aren't interested in following dad's direction - they're finding their own ways in life and leading the way for others.




    "The Next Generation" campaign flips Gillette's centuries-old advertising convention on its head, posing (for the first time) son as the teacher and father his begrudging pupil. The campaign spans several key markets, each chapter starring real-life family units that resonate hardest across GenZ's favorite social platforms.
    “FACE TIME“ TVC
    The Next Generation of shaving calls, starring  Frank and Joe Mele




    Joe might've sold his dad on GilletteLabs. But for other guys in pop's age range...the sticker shock was a real barrier to purchase. So we gave Frank some fresh blades, a soapbox and the keys to Gillette's TikTok.




    The result? Six unique dad rants meant to silence the haters and make even the most skeptic shavers rethink what their face is worth.
    “MIRACLE“ 30
    “FEEL MY CHEEKS“ 15
    SOCIAL ASSETS

         
         
    BLACK FRIDAY OTT
    We wanted to make a big splash during Amazon's first Black Friday NFL game. We knew working with Frank and Joe would be a touchdown. But we didn't expect it to yield Gillette's biggest sales hike in history. Not pictured is me holding the boom.
    THE PARODY
    How to know you've made something impactful?
    Someone bootlegs your spot and makes it even better.


    In the second chapter of the campaign, we were tasked with converting Latino Dads into GilletteLabs fan boys. A considerable challenge in a market where disposable razors are "good enough" and one simply does not fix what isn't broken.


    "But my razor works fine!"

    We knew if we could just get dad to try GilletteLabs, he'd toss his old disposable into la basura. So we phoned in the reigning TikTok queen of "Making My Dad Try..." to get Gillette's Best Shave into his hands for good. Starring  The Salgueros
    “PAPA LATINO TRIES“ TVC
    SOCIAL CUTDOWNS

         



    When it comes to growing a beard, men have been taught to either deal with the discomfort or shave it off. But GenZ wants to rock facial hair as an extension of their personalities without the customary itch.
    Enter King C. Gillette, Gillette's "Next Generation" lineup for facial hair that feels as good as it looks. If dad can learn how to play with the infamous TikTok beard filter, he can learn that gorgeous, itch-free beards can exist IRL, too.
    “BEARD UNFILTERED“ 30
    “BEARD UNFILTERED“ 15


    Our next destination in the "Next Generation" story was the barber shop. Because where else does a Black man go when he needs a close, wet shave that he can trust? After all, the shaving aisle has been historically absent of products designed specifically for sensitive skin.



    Enter Gillette SkinGuard, Gillette's first-ever razor designed for Black men's skin. It's something the previous generation (and those before them) have never seen, and a sensitive topic amongst barbers.
    “BARBER BETRAYAL“ TVC
    SOCIAL CUTDOWNS

         
    CURTAIN CALL

    Eric Witman, Alyssa Leary: CDs
    Peter Feldman, Sam Reinstein, Paul Rubin : Producers
    Jack Rogosin: Sr CW
    Joseph Kahn, Howard Gradison, Araeia Robinson, Vero Von: Directors



    CREATIVE DIRECTOR (DELUXE EDITION)
    Featuring state–of–the–art personality, 10+ years of agency experience and a very
    exciting wardrobe. Includes leading teams large and small, winning new business and championing agency culture. Lights up in collaborative environments.