Gillette made the headlines last month following the launch of its latest and powerful campaign, and the first of its kind, that tackles #MeToo from a masculine tone. The ad highlighted the importance of raising the young boys of today to fight against the toxic masculinity stereotype. However, the ad (from Proctor & Gamble) came under serious fire from male rights campaigners with a boycott Gillette hashtag catching across Twitter. But, as the saying goes, there is no such thing as bad publicity. The razor brand is sticking to their new tag line ‘The best that man can be’ and it would appear that the bold campaign is yet to cause lasting damage to the brand. As we continue to move into a world post #MeToo, adverts such as these are becoming even more poignant.

For the 2019 Superbowl, Proctor & Gamble, who are no strangers to buying one of the biggest – and most expensive – ad spots, turned their attention this year to the female sporting fans that religiously watch the game. The skincare brand owned by P&G, Olay, received a considerable amount of airtime. As reported by Ad Week, Quynh Mai, founder of digital marketing and creative agency Moving Image & Content explained: “With the NFL reporting that women make up about 45 per cent of the fan base, it’s about time that advertisers created ads that resonate with them.”   

The Cancer support charity has undergone a brand redesign with a focus on unity and attracting a diverse range of volunteers. The charity has replaced the tagline ‘Life with Cancer’ to the more community focused ‘Whatever cancer throws your way, we’re right there with you’. The new ad that first aired at the end of January, hopes to develop a greater understanding of the support the charity offers and to raise awareness.

The UK Army’s latest call for recruits is certainly one that has started conversations. In a bid to reach out to millennials, the iconic ‘We Need You’ posters now feature young men and women with the taglines ‘Snow Flakes’, ‘Selfie Addicts’ and ‘Phone Zombies’ to name just a few. The campaign, was designed to signify  that the army looks beyond the stereotypes millennials find themselves grouped under with head of army recruiting, Major General Paul Nanson, having explained: “The army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief.”