Still a Razored Edge: Gillette’s Diverse Brand Voices
Gillette commercials aren’t anchored to a single personality—instead, the brand features a rotating cast of influencers, actors, athletes, and viral sensations. One standout 2023 spot features TikTok’s father-son duo—Frank and Joe Mele. Beyond them, Gillette frequently brings in fresh voices and familiar faces, keeping their campaigns lively and relevant.
Frank & Joe Mele: TikTok Fame to TV Spot
Perhaps the most talked-about “guy” in a recent Gillette commercial is Frank Mele, alongside his son Joe Mele. Known from TikTok for their banter-packed FaceTime sketches, this duo starred in GilletteLabs’ 2023 commercial titled Face Time from GilletteLabs: The Next Generation of Shaving Calls.
In this spot, Joe demonstrates a Gillette razor over video call. Frank comments delightfully on his son’s shave: “game changuh” and pronouncing “labs” like “la-yubs.” The ad’s charm stems from their authentic dynamic.
Quotes from the duo:
According to their TikTok, Joe wrote: “First time seeing our @Gillette commercial! Have you seen it yet?”
The spot went viral among fans, cementing the Mele duo as recognizable faces in Gillette’s campaigns.
Behind Their Rise: From TikTok to Nationwide Ads
The Mele family’s journey highlights the increasing value of social media influencers in advertising. Joe Mele launched his TikTok in late 2019; his father’s rooted Long-Island charm quickly resonated—Joe now boasts over 27 million followers on TikTok alone.
Gillette’s strategy taps into both authenticity and virality. Featuring real users with genuine chemistry helps the brand reach younger, digitally native audiences and adds emotional warmth to their product messaging.
VIDEO EXAMPLES: Mele Duo in Action
📺 TV Spot:
The 30-second Face Time ad shows Joe shaving live on FaceTime; Frank judging every move with his signature accent and comedic flair.
Looper
📺 Reaction Reel:
On TikTok, Joe posted their reaction to seeing the finalized commercial:
“First time seeing our @Gillette commercial! Have you seen it yet?”
Instagram
Why the Duple Works: Gillette’s Marketing Insights
Gillette’s move to feature Frank and Joe Mele aligned with several marketing trends:
Influencer marketing expertise: Audiences connect more with relatable personalities than polished ads.
Multigenerational appeal: Their dynamic resonates across Gen Z and older viewers.
Humor paired with product: The ad balances levity with clear focus on the razor’s attributes.
Other Notable Gillette Faces & Moments
Beyond the Mele pair, Gillette’s historic ad line-up includes:
Celebrity athletes: Derek Jeter, Tiger Woods, Josh Allen, among others.
Social impact storytelling: In 2019, Gillette featured transgender man Samson Bonkeabantu Brown in a raw, first-shave commercial with dad—marked moments in brand inclusivity.
Filmmaking voices: GilletteLabs commercials use memorable narrations by real users, celebrities, and voice actors to connect emotionally and distinctively.
This multifaceted casting strategy helps Gillette both modernize and reinforce its legacy.
The Business in Numbers: Engagement & Reach
The Mele commercial’s mix of authenticity and shareability expanded its reach:
TikTok reaction video amassed over 1.2 million likes and thousands of comments within days.
Viewers praised Frank’s accent and father-son vibe in comments: many said the ad was “relatable,” “funny,” and “family-first.”
Gillette’s choice of real people shows ROI—not only is brand recall high, but a viral moment was born organically.
Future Directions: What’s Next for Gillette’s Casting?
Gillette continues to diversify:
The brand’s 2024 efforts include Tom Grennan, featured both visually and musically across platforms to refresh The Best a Man Can Get campaign.
More expected features: former athletes, lifestyle influencers, relatable everyday heroes, and emotionally impactful social campaigners.
The aim is clear: blend cultural moments with recognizable authenticity to secure both relevance and emotional resonance.
Conclusion: Gillette’s Modern Men—Faces Behind the Foil
The “guy” in the Gillette commercial isn’t one person—it’s an evolving cast reflecting cultural shifts and consumer tastes. Currently, the most prominent faces are Frank and Joe Mele, a TikTok sensation duo who transformed viral fame into national ad recognition. Their natural dynamic delivered both humor and human warmth to the GilletteLabs razor pitch.
But Gillette’s broader strategy incorporates celebrities and everyday voices alike—from Samson Bonkeabantu Brown to music and sports icons—to resonate with diverse audiences. In today’s crowded media environment, that mix of authenticity, relatability, and star power keeps Gillette razor-sharp.
So next time you recognize a familiar face in a Gillette spot, know there’s thoughtful intent behind that casting—and likely many more meaningful stories on the way.
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