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Gillette #MeToo ad: Does being 'woke' pay off? | DW News

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Companies invest around 32 Bbillion dollars each year on social marketing in the US alone. The aim is to reach precise target groups. The emphasis is on relevance, tuned-in to social issues and trend-awareness. So it looks like razor company Gillette's done everything right in its latest commercial titled "We Believe: The Best Men Can Be"
Gillette seems to abandon its traditional celebration of macho role models. This time around, it calls for men to shift their behaviour and reject patriarchal ideas and concepts. The commercial says today's men should question their own male-ness. In the wake of the me-too movement, chauvinists and machos simply no longer have a place in society, the spot implies.
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