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Gillette – “We Believe”

Gillette has introduced a new marketing campaign and charitable program dedicated to celebrating the stories of men making a positive impact, and to inspire others in the process.

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Gadget initially posted this video on 18 January, and we have chosen to rerun this video today to honour the #AmINext campaign. We selected this video to make it clear that the education gap is not in women’s safety, but rather in how men need to be accountable for the actions they take against women.

Thirty years after first introducing the tagline “The Best A Man Can Get,” Gillette is taking another look at what it means to be “the best” and how we continue to portray those ideals in a modern way. Because in a world where the actions of the few can taint the reputation of the many, says the shaving brand, it knows there is work to be done – together.

A short film leading the campaign, entitled “We Believe”, begins with a compilation of actions commonly associated with “toxic masculinity.” 

“Gillette believes in the best in men,” said Gary Coombe, president of P&G Global Grooming. “By holding each other accountable, eliminating excuses for bad behaviour, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”

More importantly, it then showcases examples of how men can take actions large and small to create meaningful change for themselves, their loved ones, and their peers, and set the right example for the next generation of men. Because it’s only by challenging ourselves to do more that we get closer to our best.

In addition to debuting the short film, Gillette is donating US$1-million per year for the next three years to non-profit organisations executing programmes in the United States designed to help men of all ages achieve their personal “best.” Through this commitment, the company says, it wants to both deliver and inspire more:

  • Respect: Demonstrating respect and fostering inclusivity for all, including genders, races, religions and orientations.
  • Accountability: Ending phrases like “Boys Will Be Boys” and eliminating the justification of bad behaviour.
  • Role Modelling: Inspiring men to help create a new standard for boys to admire. We want boys to see and admire traits like honesty, integrity, hard work, empathy and respect.

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Stream of the Day

Get GTA: San Andreas free on PC

Rockstar Games has introduced its new Games Launcher for Windows, which includes a free download of Grand Theft Auto: San Andreas for a limited time.

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The Rockstar Games Launcher is a new Windows desktop application that allows users to access the Rockstar Games PC collection in a single place, across both digital and disc-based titles. This includes Rockstar Games tittles purchased from various other digital stores like Steam. Users can also use the Launcher to shop for new Rockstar Games PC titles to add to their collection.

The Rockstar Games Launcher comes with a host of features, including the addition of cloud save functionality to supported titles, the ability to keep one’s Rockstar Games PC library updated automatically, and ways to follow Rockstar Games news from inside the Launcher.

For a limited time, anyone can install the Rockstar Games Launcher and claim a free copy of the classic Grand Theft Auto: San Andreas on PC within the Rockstar Games Launcher, to permanently add it to their Social Club account’s library.

The Rockstar Games Launcher is available for download now here: https://socialclub.rockstargames.com/rockstar-games-launcher

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Stream of the Day

Control: Combat meets supernatural

In Control, Jesse Faden becomes the new director of the Federal Bureau of Control and uncovers the supernatural threats that haunt the headquarters.

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When the new Director of the Federal Bureau of Control starts her job, she discovers the headquarters has been taken over by some kind of supernatural threat. She needs to do what it takes to get the building back.

Control’s reluctant leading lady arrives at the bureau searching for the truth behind a tragic event from her childhood that ended in the unexplained disappearance of her brother – the supernatural ripples of which have followed her ever since.

She’s a far cry from an alpha male videogame archetype. Traditionally, the bureau is starchy and by-the-book, but Jesse is spontaneous, instinctive and prepared to do whatever necessary to get the answers she needs. 

Control’s big-bad is The Hiss – a mysterious otherworldly entity which travels between dimensions, corrupting and consuming everything it comes across. What that means for Jesse is a skyscraper full of compromised bureau employees out for her blood.

Don’t assume that translates as hordes of cookie-cutter white-collar office drones coming after you. Remedy has taken the concept and run with it, twisting the bureau’s workforce into variety terrifying forms that require strategic thinking to take down.

The bureau’s name is the Oldest House, where the game’s action plays out. It’s a huge, brutalist, Tardis-like structure that transcends its own physical boundaries, shifting its dimensions as players explore.

Control’s combat sees players combining two separate sets of systems to devastating effect: a highly customisable service weapon, and a range of supernatural powers. It’s sophisticated, creative and lots of fun to play around with.

Alongside the big action set pieces, players also need to exercise their grey matter to solve both environmental puzzles and narrative riddles that, in keeping with the dream logic that underpins the game’s plot, demands thinking outside the box. 

Control is out now for Xbox One, PlayStation 4, and PC.

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