Gillette has a long history of leveraging the power of celebrity endorsements to promote their razors. Traditionally, their advertising strategy included A-list athletes such as Derek Jeter, Tiger Woods, and Josh Allen. However, in recent campaigns, Gillette has shifted its focus towards influencers from social media platforms, demonstrating the evolving landscape of influencer marketing.
Who is the father and son on the Gillette commercial?
The latest ad from GilletteLabs features a father-and-son duo, Frank and Joe Mele, who are popular TikTok stars. The campaign, titled "Face Time from GilletteLabs: The Next Generation of Shaving Calls," showcases Joe demonstrating the new razor to his father via FaceTime. Frank, known for his dad jokes and thick Long Island accent, praises the product as a "game changer." This commercial represents a significant shift for Gillette, stepping away from traditional celebrities to influencers who have a strong online presence and direct engagement with their followers.
TikTok Influence and Social Media Success
TikTok has become a major platform for users to share funny videos and connect with a broad audience. Frank and Joe Mele have channeled their comedic talents into garnering a large following on this platform. Since Joe posted his first video in December 2019, he has amassed millions of followers across TikTok, Instagram, and YouTube. Their authentic and relatable content has resulted in a commercial deal with GilletteLabs, highlighting their influential role in modern advertising.
The Impact of the Meles on Gillette's Marketing Strategy
The father-son duo's presence in the latest Gillette ad has been well-received online. Joe even uploaded a reaction video of himself and his dad watching the ad, adding another layer of engagement for their followers. This level of interaction is valuable for brands like Gillette, as influencers like the Meles can significantly shape consumer perceptions and behaviors. Their approach not only draws in a broad audience due to their relatability but also creates meaningful connections that are less likely with traditional celebrity endorsements.
Inclusive and Diverse Representation
In another example of their innovative approach to advertising, Gillette also released a commercial featuring a transgender son, Samson Bonkeabantu Brown, being guided by his father during his first shave. This ad broke new ground by representing a more inclusive and nuanced view of masculinity. Although the ad received mixed reactions on social media, it sparked crucial conversations about support, acceptance, and the evolving norms of masculinity.
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