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By Ruth Styles For Dailymail. The director behind Gillette's controversial new ad is a woman whose past work includes an ode to female genitals and a short film that explores 'toxic masculinity' featuring a protagonist whose life crumbles when he becomes addicted to steroids. The Gillette ad, called 'We Believe: The Best Men Can Be', takes aim at bullying and sexual harassment and has been viewed more than four million times on YouTube around the world, although it is only being shown fully in the U. But while it has amassed 85, likes, it has also racked updislikes with some of the 98, comments below accusing it of being 'anti-male and anti-white' and of 'spreading pure propaganda and indoctrination.
Kim Gehrig, the director of the new ad, is an Australian mother-of-two who lives in LondonEngland, and has a lengthy history of taking aim at social ills through her work. Gehrig, who has also produced for Uber and Gap, is on the roster of creative agency Somesuch — an LA-based firm, whose founder Sally Campbell has been outspoken about championing women and has called out President Trump on Twitter.
Creators: Director Kim Gehrig left is the person behind Gillette's controversial ad, which was produced by Sally Campbell's Somesuch production company. Both have a portfolio showing their social acitivism. Brand toxic? Gillette's high-profile and controversial ad has been accused by critics of being demeaning to men. One scene features a mom comforting her son after he was bullied. Uncovered: Kim Gehrig also produced a commercial for Australian lingerie brand Berlei, featured a diverse selection of women ripping off their uncomfortable and ill-fitting bras.
Message: Director Kim Gehrig's add for Australian lingerie brand Berlei, which was made to promote a new bra range called Womankind, described breasts as being 'lumped together, forced apart, poked, pressured, pushed, oppressed, restricted, exposed' before ending with the line: 'No more.
It's time to be kind. Somesuch produced the ad for Grey, a part of the advertising giant WPP. Somesuch's portfolio shows that it shares Gehrig's socially active approach, with notable campaigns that include Audi's feminist Super Bowl commercial and an ad for feminine hygiene brand Libresse - which is sold as Bodyform in the UK - that offered a no-holds barred look at menstruation - including shots of blood and period sex. Gillette has said it stands by the new campaign, which was informed by a survey in which it asked people across the U.
According to the study, the most positive traits were honesty, moral integrity, being hard-working and being respectful to others. The survey appears to have proved informative for Gehrig, whose film shows men stepping in to stop others harassing women on the street and breaking up fights. So I'm not surprised [about the backlash] Blonde Gillette manager of that. While the film appears to have come as a shock to many men in the U. On graduation, she secured a role at ad agency Mother where she began as an art director and worked her way through a variety of commercial and creative projects before becoming a director.
Speaking to marketing business magazine Campaign inGehrig described working at the firm as 'so wonderful and inclusive and open'. She added: 'We got on without any shackles and didn't think about what we couldn't do. Gehrig's first stab at directing came with a commercial for Amnesty International — a charity that campaigns against human rights abuses. Outspoken: Kim Gehrig, the director of the Gillette ad, has ly been praised for 'Viva La Vulva', a commercial for feminine hygiene brand Libresse to the tune of hit Take Yo' Praise.
Comparison: Kim Gehrig's campaign for feminine hygiene brand Libresse - known in the UK as Bodyform - was an ode to the genitals and featured objects resembling vulvas, including conch shells and oysters, singing along to Camille Yarbrough's Take Yo' Praise. Her Uber ad features a confident woman on an apparent date - with a man who cannot dance. Many have socially conscious themes: her second campaign for Sport England was set to a poem penned by feminist writer Maya Angelou and took aim at negative body image, featuring the strap line: 'I jiggle, therefore I am'.
Another film, produced in for Australian lingerie brand Berlei, featured a diverse selection of women ripping off their uncomfortable and ill-fitting bras. The commercial, which was made to promote a new bra range called Womankind, described breasts as being 'lumped together, forced apart, poked, pressured, pushed, oppressed, restricted, exposed' before ending with the line: 'No more.
Speaking to Muse after the ad won a Clio — an Australian award handed out for creativity — Gehrig said the film was 'about women finally doing what is right for them and their bodies' and not accepting 'the male gaze'. She added: 'Not just accepting what has gone before, often for the male gaze, but thinking about what Blonde Gillette manager right for them now. It is about being kind to their bodies, particularly their boobs.
It is about comfort as well as beauty. It is about women doing it their way. A ad for British department store John Lewis tackled the topic of loneliness among older people with its Man On The Moon theme, and became a huge popular success. Anti-Trump: Somesuch founder Sally Campbell has made clear her views of Donald Trump on her social media feed and highlighted taking part in an anti-Trump rally at the ultra-elitist Sundance Film Festival last year. And a recent campaign for international feminine hygiene brand Libresse - known in the UK as Bodyform - was an ode to the vagina and featured objects resembling vulvas, including conch shells and oysters, singing along to Camille Yarbrough's Take Yo' Praise.
The film was named after a s song by Divine that was written by a drag queen and intended Blonde Gillette manager an explicit attack on toxic masculinity but later became popular as a drinking song. According to Gehrig, the film was intended to challenge the increasingly tough self-image of Australian men and features a protagonist whose life crumbles when he becomes addicted to steroids.
Speaking to Clashshe said: 'Having grown up in Sydney, but residing in London, I couldn't help but notice the changing size of men on each of my visits back. I continued to observe a culture of young men who seemed to feel a kind of pressure to conform somehow. To be something quite specific. And what did that even mean? Message: In 'You Think You're A Blonde Gillette manager, a young Australian boy is bullied, and turns to steroid-fueled bodybuilding with disastrous effect. Was it that they felt they needed to be 'real men'.
Despite her early success, Gehrig has long complained about the challenges of working in a male-dominated industry — even saying in a interview that having a unisex name had proved beneficial because clients agreed to meet her thinking she was a man. She has also been outspoken on the challenges of being a mother in the advertising world and is an ambassador for Free The Bid - a campaign that aims to 'give a voice to women filmmakers in advertising and TV' and boost diversity.
Commenting on the campaign website, she said: 'I feel a personal responsibility to help other women achieve their ambitions. One woman who would certainly agree is her boss Blonde Gillette manager a Briton who founded the Somesuch creative agency in and now lives in Los Angeles with her husband Tim Nash. Critics: The Gillette campaign has sparked a backlash with calls for a boycott because it is critical of men. In keeping with Campbell's feminist ethos, the film was shot by a woman — Belfast-based director Aoife McArdle — and featured a father debating whether to tell his daughter about the challenges she will face as a woman in business, before trumpeting the car firm's commitment to equal pay for equal work.
More controversial was another campaign for Libresse - this time directed by a man, Daniel Wolfe — called BloodNormal that took a closer look at menstruation and included scenes showing menstrual blood and period sex. According to Campbell, creative integrity is key — as is championing female talent, although not to the exclusion of men.
Speaking in the same interview, she added: 'We had Kim and Aoife from pretty much the beginning and it's very important to have a diverse roster, but also, we would never anyone purely based on gender, race or class. The Briton has also made a habit of airing her views on social media, taking aim at a British cable channel for including a close-up of Jennifer Lawrence's cleavage during an interview in February and taking part in a women's rally at the Sundance Film Festival.
Despite her avowedly feminist ethos, Campbell's company has not shied away from taking work from potentially controversial clients, among them Nike China — which is based in a country known for human rights abuses and inequality. Nevertheless, Campbell says Somesuch will continue to champion inclusion and social causes through its work — recently producing a music video for feminist Chicago rapper Noname for a song called Blaxploitation.
Gehrig, meanwhile, continues to exhort other female directors not 'to be spooked by the boys' and power ahead in the ad industry. She told Campaign: 'There's a large percentage of men in filmmaking, and it can be intimidating, particularly when you go Blonde Gillette manager set for the first time to shoot. She added: 'Stick to your vision. Don't be intimidated and don't let anyone spook you.
Three boys watching music video of women in bikinis in a controversial new Gillette Ad. The advert also features a man explaining what a woman in a meeting was trying to say. These men are repeating 'boys will be boys' as two youngsters fight on the grass.
But later, when the mood of the ad changes, an enlightened male breaks up the fight, saying: 'This is not how we treat each other. One man then stops another from catcalling a woman as she walks past on the street.
Not cool. His friend restrains him, as the voiceover says: 'Men need to hold other men able. Oddly, given that it's a Gillette ad, neither of them has shaved.
A man confronts another who tells a girl in a bikini to 'smile sweetie' within the advert. Enter stage right a 'woke' male, who admonishes them by saying: 'Come on! The views expressed in the contents above are those of our users and do not necessarily reflect the views of MailOnline.
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