Gillette UK "The best men" by Grey London

In the same vein as brands such as Lynx, Gillette's advertising has begun to challenge traditional masculinity.

This new spot by Grey London revitalises the tagline "Best a man can get" while questioning what "best" means to the modern-day man. Gone is the macho man shaving, replaced instead by men who embody virtues such as self-expression, wellbeing, comradery and dependability. The work was created by Sam Haynes and John Gibson and directed by Jack Driscoll through Academy.