Gillette is doubling down on its strategy of taking a strong stand on divisive social issues.
In its latest ad, the razor manufacturer created a pro-LGBTQ spot featuring a father teaching his transgender son how to shave.
The ad’s powerful story has gotten plenty of attention online and from mainstream news outlets. Gillette says it’s a message of support for those trying to be their truest self.
When asked about the ad, a Gillette spokesperson said the company supports “everyone in their journey to looking, feeling and acting their best every day.”
“Gender conversations are happening all around us and we believe brands play a role in influencing culture and have a responsibility to use their voice to champion issues of great relevance to both the brand and our customers,” spokesperson Corey Manuel said in an emailed statement.