The idea: Gillette has long been associated with a traditionally masculine image, often perceived as overly rugged or one-dimensional. As the brand worked to evolve, it needed a campaign that could challenge outdated expectations of what masculinity looks like, while staying culturally relevant and sparking conversation. The challenge was shifting perception without fully losing visibility.

The Evolution: By collaborating with RuPaul, the campaign redefines the question, “What’s the best a man can get?” through transformation and self-expression. Showcasing RuPaul’s journey from everyday presentation to full drag creates a bold visual narrative that challenges norms and expands the definition of masculinity. The result is an unapologetic, conversation-driven campaign.