Gillette "It Takes a Real Man" by Proximity

Ad Agency
Video advertising:

A study has revealed that “75% of Spanish men do not identify with the traditional male stereotype”.

8/10 Spanish men have been hearing about what makes a “Real Man” throughout their lives, but only one in four identifies with these expectations.

What does it mean to be a “real man”? How is a real man supposed to behave? These and other questions are the starting point for “"It takes a real man””, a study sponsored by Gillette that explores the meaning of masculinity and how it is evolving in Spain.

The study reveals that 75% of men do not identify with traditional masculine stereotypes and intend to bring up their children based on a more progressive, positive concept.

This analysis of Spanish men prompted Gillette to develop a new line of communication that extolled the positive values of masculinity and rejected the negative ones.

The result was the "It takes a real man” campaign (, based on the Spanish male stereotype. (there are English subtitles in the youtube settings option)

Client: Gillette España

Advertising Agency: Proximity, Madrid, Spain

Global Chief Creative Officer: Eva Santos
Executive Creative Director: Susana Pérez
Creative Director: David Despau
Creative Writers: José Cope, Albert Alcacer, Fernando Esteban
Art Director: Gerardo Vaquerizo
Video Coordinator: Elías Maldonado
Technology Dire: Víctor Madueño.
Client Services Director: Marta Yllera
Account Manager: Mónica Martín
Planner: Esla de Murga
Account Executives: Claudia Sanz, Esla de Murga
Content Manager: María Martínez
Communication Director: Laura Carrillo
Production Director: Gemma Selga
Production Company: Igloo
Director: Miguel Angulo
Executive producer: Meghan Shaw
Producer: Laura Guerrero
Photography Director: Octavio Arias
Image Editor: David López
Postproduction Coordinator: José David Alonso