Gillette TVC for GilletteLabs Starring José and Diana Salguero

GilletteLabs TVC for the US hispanic market: Copywriter and creative

Gillette’s new razor, GilletteLabs, is empowering young men to teach older generations new ways to think about grooming. With a FlexDisc and an exfoliating bar, the next generation of shaving is GilletteLabs.

The task: Empower the next generation of Hispanic American men so that they can show previous generations how they shave with a new world of grooming products from GilletteLabs.

The insight: Gen Z Hispanic Americans are given the unique challenge of navigating a completely different world from their immigrant fathers who come from a culture dominated by routine, tradition, and the patriarchy.

The solution: Create a video that flips tradition and speaks to both a Gen Z Hispanic American audience and their fathers. By using father and daughter TikTok influencers José and Diana Salguero, we recreate the trend they started: “Latino Dad Tries for the First Time.” In real time, we see a Latino father realize that GilletteLabs really is better than his razor he’s used for years, and ironically, it’s not his son who convinces him but his daughter.