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In the same vein as brands such as Lynx, Gillette's advertising has begun to challenge traditional masculinity.

This new spot by Grey London revitalises the tagline "Best a man can get" while questioning what "best" means to the modern-day man. Gone is the macho man shaving, replaced instead by men who embody virtues such as self-expression, wellbeing, comradery and dependability. The work was created by Sam Haynes and John Gibson and directed by Jack Driscoll through Academy.