Who is the Father and Son Doing the Gillette Razor Commercial?
Unpacking the emotional story behind Gillette’s heartwarming father-son ad
(By Carmichael Phillip)
The Viral Gillette Ad That Touched Millions
In 2020, Gillette released a razor commercial that stood out from the rest—not for its bold messaging, but for its tender simplicity. The video features a real father and son, the latter of whom is transgender. It was part of Gillette’s evolving effort to highlight stories of real people while reshaping the narrative around masculinity, self-care, and inclusion.
The commercial, titled “First Shave, the Story of Samson”, captures a milestone moment in any young man’s life: shaving for the first time. But what made this ad especially impactful was that it starred Samson Bonkeabantu Brown, a transgender man, shaving with the gentle guidance of his father.
Who Are the Father and Son in the Commercial?
Samson Bonkeabantu Brown, a transgender artist and activist from Canada, is the young man featured in the ad. The person beside him, guiding his hand and offering encouragement, is his real-life father, whose name has not been publicly disclosed for privacy reasons.
Samson is a Black Canadian and uses his platform to promote LGBTQ+ visibility and acceptance. He had already begun making a name for himself in Toronto’s activist community when Gillette invited him to participate in a campaign focused on authentic, diverse voices.
The ad itself is understated but deeply emotional. Samson, with his father beside him, narrates the significance of this moment:
“I always knew I was different. I didn’t know there was a word for that. I went into my transition just wanting to be happy.”
How the Commercial Was Received
The campaign was widely praised for its authenticity and emotional impact. Unlike other commercials that often rely on actors or dramatized scripts, Samson’s story was real, and viewers could feel that sincerity.
Positive reactions:
LGBTQ+ advocates applauded Gillette for spotlighting a transgender individual in a way that was respectful and powerful.
Parents of transgender children shared the ad as an example of how family support can be life-affirming.
Many viewers were moved to tears, with thousands of comments pouring in on social media platforms.
Criticism:
As with Gillette’s earlier “toxic masculinity” ad, some individuals pushed back, accusing the company of being “woke” or pushing a political agenda.
Despite the backlash, Gillette stood by the message, emphasizing that their goal was to tell honest stories and embrace a broader definition of masculinity.
Watch the Commercial Here
Here’s the full commercial, which first aired in May 2019 as part of Gillette Canada’s campaign:
This video now has over 2 million views and continues to circulate widely, especially during LGBTQ+ Pride Month.
Samson Bonkeabantu Brown: More Than Just a Commercial
Since the ad aired, Samson has become a voice of inspiration within and beyond the transgender community. He’s used his platform to speak on the importance of family support, mental health, and authentic visibility in the media.
“I’m glad I’m able to share my story. I’m glad that I can help other people feel seen,” Samson said in a follow-up interview.
He also emphasized how monumental the shaving experience was for him—not just as a grooming milestone, but as a sign of acceptance and affirmation from his father.
The Father’s Role: A Model of Quiet Support
Though the father in the ad doesn’t say much, his presence and gentle instruction speak volumes. The dynamic between him and Samson is built on trust, love, and mutual respect.
He embodies a version of masculinity not based on dominance or aggression, but on guidance, patience, and acceptance. His actions challenge traditional gender norms and offer a roadmap for other fathers navigating similar journeys with their children.
This quiet, consistent love became one of the most celebrated parts of the commercial.
What Gillette Said About the Campaign
Gillette Canada shared a heartfelt message upon releasing the commercial:
“We believe in the power of a father’s love. And we believe in including every man in the story of manhood.”
The brand committed to amplifying diverse stories and continued investing in inclusive marketing strategies. According to company executives, the ad was not a gimmick or attempt to go viral—it was part of a larger shift toward authenticity and compassion in branding.
How It Fits Into Gillette’s Rebranding Strategy
The Samson commercial was part of Gillette’s broader shift that began with its controversial 2019 ad on toxic masculinity. That campaign asked men to be better—to step up, speak out, and be role models.
The father-son commercial took that message a step further by showing what it looks like in practice: a father choosing love over fear, and a son walking confidently into adulthood.
Both commercials marked a departure from Gillette’s traditional emphasis on sleek masculinity and instead celebrated vulnerability, growth, and emotional intelligence.
Reactions from the LGBTQ+ Community
Organizations like GLAAD and The Trevor Project publicly applauded Gillette’s efforts, stating that the ad represented a meaningful step toward transgender inclusion in mainstream media.
Social media comments from trans individuals expressed deep gratitude:
“Seeing someone like me in a razor commercial was something I never thought I’d experience.”
“This helped me show my dad what acceptance looks like.”
These kinds of reactions underscored the ad’s importance—not just as a piece of media, but as a tool for education and healing.
Commercials as Cultural Mirrors
In recent years, commercials have evolved beyond product promotion. They’re now cultural mirrors that reflect shifting values and identities. Gillette’s ad with Samson and his father joined the ranks of campaigns that redefined how we view brand responsibility.
Rather than just selling razors, Gillette sold a vision of inclusion and empathy—a powerful counterpoint to narratives of division.
Examples of Similar Inclusive Campaigns
Gillette’s approach inspired other brands to follow suit. Some similar examples include:
Dove’s “Real Beauty” campaign, which celebrated women of all shapes, sizes, and backgrounds.
Nike’s “You Can’t Stop Us”, featuring athletes from marginalized communities.
Pantene’s “Hair Has No Gender”, highlighting stories from the LGBTQ+ community.
These campaigns underscore a broader industry trend: consumers are demanding authenticity and brands are listening.
Why This Commercial Still Matters
Years after its release, Gillette’s father-son razor commercial remains a watershed moment in advertising. It wasn’t flashy. It didn’t go viral for being outrageous. It resonated because it was real.
In a world where visibility can be life-saving for marginalized communities, one ad about shaving became a powerful beacon of love, identity, and acceptance.
Conclusion: The Power of Representation
By showcasing Samson Bonkeabantu Brown and his father, Gillette didn’t just promote razors—they promoted representation, resilience, and redefinition.
The ad teaches us that masculinity is not one-size-fits-all. It can be soft. It can be nurturing. It can evolve.
And above all, it reminds us that sometimes, the most powerful act of love is simply showing up and supporting the people we care about.
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