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Gillette’s Close Shave: Its Latest Ad Is A Masterful Emotional Play Let Down By Its Execution

Blog: Forrester BPM Center of Excellence

Brands are jumping into the messy arena of polarizing issues with greater fervor — and Gillette just raised the stakes. After 30 years of sitting on the sidelines, Gillette is passing its razor like a baton, with an overture that overtly calls masculinity into question. Within 72 hours of launch, Gillette’s “We Believe” TV spot skyrocketed […]

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