Gillette has launched the Singapore iteration of its ongoing ‘The Best a Man Can Be’ campaign, featuring Olympic gold medalist Joseph Schooling. The campaign has been created by independent creative agency The Sunny Side and production house Safe House Media.
The film chronicles key life lessons that Schooling learnt from his father, and the transformative effect they’ve had on him.
The campaign will play out on local terrestrial and cable channels. There will also be a 30-second and a 15-second cutdown versions to be released later.
Speaking about the campaign, Gillette Asia-Pacific shave care associate brand director Rajeev Sathyesh said: “Throughout our lives, society defines for us what success is and we use this to judge ourselves and others. Men are told what masculinity is and that success is about pursuing individual glory. Surely, we can be better than that.
“Through this film, Gillette wants to spark conversations among Singaporeans about what it means to be our best and to be inspired to define what we truly see as our best self beyond societal norms.
“Who better than Singapore’s pride Joseph Schooling to show the way? It also extends Gillette’s tradition to shine the spotlight on values imparted from father to son, leveraging on the close relationship between Joseph and his father Colin and how his father has inspired him to be the man that he is today.”
Schooling added: “I am grateful that growing up, I had a strong role model like my father to inspire me. Shaving is not the only thing my dad taught me. He also taught me that there is more to life than individual glory, and how to be the best that you truly can be. He continues to be my inspiration. I hope that I can inspire and bring out this passion in the next generation.”
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