Gillette shifts focus to ‘local heroes’ after ‘The best a man can be’ backlash

Gillette has returned to Australian screens, launching a campaign featuring firefighter Ben Ziekenheiner, who discusses how he prepares mentally and physically to face a call out.

The Australian ad diverts away from Gillette’s ‘The best a man can be’ campaign out of the US, which saw the brand attempt to tackle the issue of toxic masculinity in the #MeToo era and how men need to be better role models for their sons.

The Best a man can be campaign, however, divided consumers, with some applauding its bravery – and others threatening to boycott the brand.