In its latest advertisement featuring a social message, Procter & Gamble’s Gillette brand features a transgender boy learning to shave from his father.
“Growing up, I was always trying to figure out what kind of man I want to become – and I’m still trying to figure out what kind of man I want to become… I always knew I was different,” says the teenager, who adds he’s glad to be at the point where he can shave.
The ad then depicts the teen repeating tips back to a supportive father just before his first shave.
The spot concludes with the message: “Whenever, wherever, however it happens – your first shave is special.”
The ad comes four months after P&G and Gillette ignited controversy with another spot that urged men to stand up to “toxic masculinity.”
P&G has gradually moved more into more ads with social messaging over the past five years in the wake of the runaway success of the 2014 #LikeAGirl campaign for its Always panty liners brand.
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