Gillette has launched a new campaign featuring Singapore Olympic gold medalist Joseph Schooling in a short film to inspire more Singaporeans to be “truly their best self by bringing out the best in others.” This marks the first collaboration between Gillette and Schooling and was done along with The Sunny Side and Safe House Media.
The film opens with Schooling reminiscing as he shaves, thinking about the things his father Colin Schooling taught him when he was growing up: to better himself with every stroke, to be a world-beater, to respect but never fear the competition and, most importantly, to always be a gentleman.
“Throughout our lives, society defines for us what success is and we use this to judge ourselves and others,” said Rajeev Sathyesh, associate brand director, APAC Shave care, Gillette. “Men are told what masculinity is and that success is about pursuing individual glory. Surely, we can be better than that.”
Schooling said that shooting the film brought back fond memories of the many lessons his father imparted to him in and out of the pool.
“I am grateful that growing up, I had a strong role model like my father to inspire me,” added Schooling. “Shaving is not the only thing my dad taught me. He also taught me that there is more to life than individual glory, and how to be the best that you truly can be. My dad continues to be my inspiration. I hope that I can inspire and bring out this passion in the next generation to be the best self that they truly can be.”
The campaign will later release 15-second and 30-second versions of the film.
