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Gillette’s campaign is the latest in a wave of ‘woke’ advertising that seeks a wider purpose. But cynics just aren’t buying it…

All publicity is good publicity – unless, perhaps, you’re head of a multibillion pound global brand that has released what has been dubbed “the year’s worst marketing move” by one industry magazine, and an affront to masculinity by an apoplectic Piers Morgan.

In 1989, Gillette launched its Best a Man Can Get campaign during the Superbowl. One of the most memorable slogans in advertising was projected onto soft-focus vignettes of male American life: strong men playing sport, brave men hurtling into space, dashing men kissing beautiful women. All set to a rousing 1980s power ballad. It did what advertising has been built to do: prop up a fantasy vision of manhood – one that relies on smooth abs and smouldering eyes to sell products.

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from Advertising | The Guardian http://bit.ly/2MoeIyM
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