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15 January 2019

The most offended a man can get.

by Syd Briscoe

Gillette: “We Believe” - 1 min 50s

Such are the times we live in that Gillette has received significant backlash for its new slogan, swapping ‘The best a man can get' for 'The best a man can be'. One might think that espousing such virtues as not bullying or assaulting others would be beyond reproach... but here we are.

Even in this dark and significantly strange era, this film provides a glimmer of hope. Emphasising the power men have to stand up and be counted, it reminds them that history - in the form of their sons - is watching and learning from their actions.

Director Kim Gehrig handles the material skilfully here, cutting through abrasive rhetoric about 'witch hunts' and 'fake news' to frame positive action as the simple, smart choice. If men call each other out on their bad behaviour, the film posits, then perhaps said behaviour will stop... imagine that.

Film Production: Somesuch Ⓟ Ⓦ
Director: Kim Gehrig ♀ Ⓟ Ⓦ
Producer: Saul Germaine
Executive Producer: Nicky Barnes
Cinematographer: Adam Arkapaw
Colourist: Mark Gethin @ MPC Ⓟ Ⓦ

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