Gillette

Product: Gillette Fusion5 Proglide
TV Spot: 60 seconds

Spot Title: “That’ll Learn Ya”

Actors:
Dad- Black male actor, Michael B Jordan
Mom- Black female actor, Kiersey Clemons
Son- Teenage (17 year old) Black male actor, Miles Brown

Concept:
A dad gives his son his first Gillette razor after he cuts himself using a cheap off-brand razor. 

“It's All About the Benjamins Baby” by Diddy is playing through a speaker in the bathroom. The camera shows a frame of the Dad entering the bathroom and looking in the mirror, and viewers see what he sees of himself. The camera stays in this position. It is morning and he is about to shave his face before work. As he’s putting his Gillette shaving cream on his face, he chuckles out loud to himself as he raps along with the music, in a reminiscent way. He's bopping his head to the music, rapping along in his head and mouthing the words here and there. 

His wife comes into the bathroom, looks at him in the mirror, and kisses him on the cheek. He smiles and watches her behind as she walks to the toilet off camera. He continues applying the cream, and then rinses his hands before getting a razor.

MOM: Babe, could you pass me some toilet paper, please?

He places the razor on the counter, and bends down to grab a roll of toilet paper from under the sink in the cabinet. He walks over to the toilet off-camera to hand it to her. He is about to begin his first passage of the razor on his face, when his son interrupts.

SON: *Yelling from the other bathroom down the hall* DAD!

He makes a confused but concerned face, puts his razor down on the counter, and goes to his son in his bathroom. The music lowers as he leaves the bathroom and the camera follows him smoothly from behind and sees the son’s facial expressions, who is standing in front of his bathroom mirror.

DAD: *As he’s about to enter the bathroom* What happened?

Camera shows his POV of seeing an off-brand razor on the countertop and blood on his son’s face. His son looks worried and distressed. Camera goes back to speaker view. 

DAD: *Annoyed, sucks his teeth* See that's where you went wrong man! Usin’ this stuff to save some money.

Camera shows him grabbing the razor from the countertop and throwing it in the trash.

Ain’t it picture day?

SON: *Quietly* Yes…

DAD: *Chuckles* That’ll learn ya!

Son’s POV shows the Dad shaking his head but he’s also slightly amused. Dad turns to head out of the bathroom to get a razor from his bathroom, but his wife just arrived at the door. He stops suddenly in his tracks and she hands him a Gillette razor to give to his son. He hands it to him.

DAD: You’re a man now. You’re gonna need one of these.

SON: *Genuinely half smiles in a “Thank you” kind of way*

DAD: But a real man knows how to ask for help.

SON: Thanks dad.

DAD: Babe, can you grab me the perox–

Mom already had the peroxide in her hands, along with cotton balls. She hands it to him and they pause for a second looking at each other with “You get me” smiles. 

Dad cleans the cut and shaves the rest of his son’s face.

After his face is done, Son smiles at himself in the mirror from the same angle that was shot of his dad in the first scene. Picture blurs, Gillette logo and SUPER fade in. 

SUPER: One of the most powerful things a man can do is set a good example.

END