DID GILLETTE SHOW US THE BEST AN AD CAN BE?

Screenshot from Gillette.

By Annie Heckenberger, VP/Group Director, Brand Communications Strategy

Excerpted from The Philadelphia Inquirer:

Thirty years after Gillette’s initial tagline debuted in the 1989 Super Bowl, the business of shaving has changed, and so has advertising.

Today, we see many brands working to ladder up to ‘purpose.’ And there is something to that. A business should have a purpose, a truth reflecting core values or a belief system that resonates with both the organization and its target audiences. Authentically defined, purpose can act as a true north for a corporation and guide its response to events in the world in ways that differentiate a brand from its competitors.

But there’s a catch: The creative execution must be flawless.

Read the full article on The Philadelphia Inquirer.