It Takes a Real Man - Gillette | Clapboard Ad Archive

Gillette’s 2019 Spain campaign It Takes a Real Man, created by Proximity, redefines masculinity in the personal care category by centering authentic narratives from six prominent Spanish figures whose lives embody integrity, resilience, and respect. Anchored in a single film asset, the campaign departs from conventional product-focused storytelling and instead employs a FORMAT#8—Ongoing Characters or Celebrities approach as classified by Clapboard’s taxonomy, leveraging the cultural cachet of actors Paco León and Jesús Vidal, singer Dani Martín, athletes David Silva and Pau Ribes, and photographer and drag queen Rubén Errebeene. These figures articulate personal experiences that resonate with Gillette’s brand ethos of supporting men’s positive self-improvement journeys, emphasizing values such as honesty, hard work, and character over outdated stereotypes of masculinity. The campaign’s strategic use of diverse role models from various creative and athletic backgrounds enriches the dialogue around modern manhood in Spain, positioning Gillette not just as a grooming brand but as an advocate for progressive masculinity aligned with health and well-being. The film’s emotional depth and credible voices invite reflection and inspire action, encouraging men to embody the best versions of themselves in ways that influence younger generations constructively. This cultural relevance and sincerity in messaging reinforce Gillette’s positioning within a crowded personal care market by fostering an aspirational identity that transcends product benefits. The campaign earns 63/100 in Clapboard’s global creative archive. It matters to the advertising industry because it demonstrates how health-related brands can engage meaningfully with social narratives around identity and values without relying on direct product demonstration, signaling a shift toward campaigns that prioritize character-driven storytelling to build authentic brand connections.