Gillette Venus’ urges women to break away from labels

On 9 January, Gillette Venus launched their 'Use Your And' global campaign that aims to inspire women and girls to stand-up against one-dimensional labelling. The film has been conceptualised by BBDO.

As part of the campaign the company has launched an “And Stand” video.

The video starts with a woman saying, “They told you, you can be anything”. This is followed by her breaking into spoken word poetry. Her poetry is matched by imagery of women of all different ages engaging in activities that break down stereotypes and match the professions, activities and state of mind the poet speaks about.

Throughout her poem, the women encourages women to be more by telling viewers to be an “And".

The film ends with a super of the company and has been set against a re-mastered recording of the ‘She’s Got It’ song.

Charlene Patten, Gillette Venus Global Brand Franchise Leader said, “We created this campaign based on what we were hearing from women. They feel that beauty brands tend to focus only on singular dimensions of women - either Super Model or Super Mom- when, in fact, most women are a fabulous mix of everything in between. Women are limited by one-dimensional labels from a very young age, which leads to significant loss of potential.  For example, if she’s labelled pretty, it is assumed she can’t be smart so she behaves accordingly. At Gillette Venus, we believe that all women have the right to achieve their full potential by embracing their ‘ANDs’ and not be limited by any ‘ORs’.”

Credits:
Client: Gillette Venus
Creative agency: BBDO, New York