Today’s men are not one-dimensional creatures. They balance strength with vulnerability, and are smart enough to know they can’t have one without the other. We want to celebrate those men that embrace their duality, knowing that with vulnerability comes growth. Because the toughest men aren’t those who show strength in front of others. They’re those who win battles we know nothing about.
Two-time Super Bowl champion and NFL Walter Payton Man of the Year, Chris Long has overcome the fear and the doubt surrounding both his legendary work on the field and his humanitarian efforts across the globe.
Men in the military often live 2 lives. One in service of their country and one in service of their family and friends. But what happens when their service comes to and end, and they have to readjust to life in the civilian world? This is when they really start to sweat, when the stress and fear of the unknown is right in front of them, and they have to make decisions that we take for granted.
These powerful perspectives raise the bar at the intersection of these men’s mission to serve others and be good fathers and role models in their respective lives, and Gillette Clear Gel’s 48-hour protection from wetness and odor during the most stressful moments. These are the moments that make every single day matter and these are the opportunities to show what a real man looks like.
We partnered with Chris Long from the Philadelphia Eagles to show the world what the best a man can be, really looks like. Using his platform, both on and off the field, Chris gave us the perfect balance of masculinity and vulnerability, while providing a unique role for the product throughout. Using Chris Long as our spokesperson, his work on the football field was an obvious connection to the product and it’s benefit of 48-hour sweat protection. His work off the field allows us to connect his humanitarian efforts digging wells overseas or supporting underserved schools in communities closer to home, to show everyone what really makes him sweat.
We also showed how the men in the military lead dual lives. One on the battlefield and one at home. But when this man’s service ends, and he comes back home, the adjustment is more difficult than expected. The simple things we take for granted, like paying bills, spending time with kids, and finding a job, are not always the easiest things to adjust to. These responsibilities are enough to make anyone sweat, but for one man, his adjustment makes him sweat things that he may not have had to deal with for awhile.
Since launching the Gillette APDO work, where we show what the best men can be actually looks like, in the context of such a divisive world, Gillette has become the number 1 selling antiperspirant in the US based on retail dollars. In addition, we have accumulated over 1 million views between the 2 videos on YouTube, showing what masculinity today looks like in a world that demands more from all men, and how they can trust Gillette Deodorant to keep them dry in the most stressful situations.