A Women’s Day Tribute - Gillette | Clapboard Ad Archive
Gillette’s A Women’s Day Tribute, created by Grey South Africa in the Health and Personal Care category, spotlights the lived strength of South African matriarchs through the real story of Gogo Nozizwe—a grandmother from Nyanga, Western Cape, who raised her grandson and his siblings into responsible young men. Released in 2019, this campaign sidesteps product demonstration, opting instead for a documentary-style film that elevates Nozizwe and women like her as community pillars and aspirational figures. The narrative leverages what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, focusing on user-driven storytelling that situates the target audience’s values and aspirations at the center of the creative. Gillette’s celebration of Women’s Day is more than a seasonal gesture; it launches a sustained brand message around positive masculinity by amplifying the role of female caregivers in shaping the next generation. The film drives its impact by directly connecting with a broad South African audience and issuing an actionable call to support The Character Company, a non-profit dedicated to mentoring boys, thereby reinforcing Gillette’s ongoing commitment to social change initiatives beyond the razor. The campaign’s cultural relevance is further energized by strategic use of high-engagement hashtags—including #GogoNozizwe, #GilletteWomensDay, #TheBestMenCanBe, and #WomensDay—amplifying the campaign’s visibility and stimulating national conversation around gender, character, and upbringing. Achieving over half a million views, the campaign’s reach demonstrates effective resonance with viewers nationwide and substantiates Gillette’s capacity to use media investment to drive not just awareness but meaningful dialogue and brand affinity. Instead of centering the brand or product, the campaign foregrounds an authentically South African narrative that makes its message credible and culturally grounded: character, mentorship, and responsibility are presented as intrinsic to modern manhood—and, by extension, to Gillette’s broader grooming brand values. The agency’s approach situates Gillette as an active citizen in South African society, urging consumers to participate in real-world change rather than simply consume a message. The campaign earns 70/100 in Clapboard’s global creative archive. Gillette’s Women’s Day Tribute signals a blueprint for brands in the personal care sector, showing that industry-shaping work is often defined by authentic narrative ambition and a willingness to invest in causes that matter to local culture.
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