Gillette’s The Best Men Can Be was unsuccessful because it didn’t match brand values

Gillette’s The Best Men Can Be ad was unsuccessful in its attempt to align with a social issue because that approach doesn’t match its brand values, according to Russ Tucker, creative director of Eleven and TBWA Sydney.

Tucker, speaking at a Mumbrella CommsCon panel, compared Gillette’s controversial ad, which responded to a social conversation about sexism, with campaigns from Nike that have tackled issues such as racism.

Russ Tucker speaking at Mumbrella’s CommsCon