Who are the father‑son duo in the Gillette commercial?
Uncovering the faces behind the GilletteLabs razor ad
By Carmichael Phillip
Which Gillette commercial — and who are the father and son?
The father‑son duo featured in the recent Gillette razor commercial belongs to social‑media creators Frank Mele (the father) and Joe Mele (the son).
The ad in question is from the brand line GilletteLabs and is titled “Face Time from GilletteLabs: The Next Generation of Shaving Calls.” In the spot, Joe and Frank connect over a video call while Joe shaves, and through their familiar banter they discuss the razor — blending modern grooming tech with generational humor.
Their chemistry and familiarity — honed through years of viral TikTok and social‑media sketches — made them a natural fit to portray a laid‑back father/son exchange about shaving.
Who are Joe and Frank Mele — their background and rise to fame
Joe Mele started posting on TikTok in December 2019. Over time, his content — often featuring his father — gained massive popularity. By 2023‑2024, Joe’s following had jumped into the tens of millions.
Frank Mele, Joe’s father, has become known for his expressive personality — a thick Long Island accent, exaggerated reactions, and a type of gruff-but-loving dad energy. That charismatic style helped make their videos stand out.
The Mele duo quickly became one of social media’s most recognizable father‑son pairs, with content that often framed generational contrasts in a humorous, affectionate way. That existing popularity paved the way for their collaboration with a major brand like GilletteLabs.
According to the coverage of the ad, the father‑son dynamic in the spot mimics their typical online content: friendly teasing, playful intergenerational differences, and a down‑to‑earth vibe that resonates with a broad audience.
What happens in the GilletteLabs commercial — the narrative & message
In “Face Time from GilletteLabs,” the video shows Joe shaving with a GilletteLabs razor while on a video call with his father, Frank. Through their conversation — which blends humor, skepticism, and familial familiarity — the ad demonstrates the razor’s effectiveness in a way that feels casual and relatable, rather than polished or overly produced.
Joe shows off the razor’s advanced shaving capabilities. Initially, Frank — with his classic Long Island accent — uses his skepticism and old‑school sensibilities for comedic effect. For example, he pronounces “Labs” as “la-yubs” and calls the razor a “game changeh.”
But as the conversation continues, the ad pivots from humor to endorsement: Frank — despite his initial mockery — warms up to the razor’s promise of a smoother, more modern shave. The tone suggests that even traditionalist dads can appreciate and adopt new grooming technology.
The commercial merges generational authenticity (father and son chatting via FaceTime) with product demonstration, rather than relying on celebrity glamour. The result: a spot that feels conversational, inclusive, and accessible — especially for younger audiences familiar with TikTok or social‑media culture.
Why Gillette chose social‑media creators rather than traditional actors
The decision to enlist Joe and Frank Mele — internet content creators rather than classically trained actors — reflects a broader shift in advertising strategy:
Authenticity & relatability: The Mele duo was already known for their father–son banter and real‑life dynamic. That makes the commercial feel less like a “sell,” and more like watching a real interaction—something many consumers can relate to.
Built-in audience reach: Joe and Frank bring their own large following from platforms like TikTok and YouTube. For Gillette, that means tapping into an audience that already trusts and enjoys their content—potentially translating viewers into customers.
Generational bridge: The contrast between Joe (younger, digital‑native) and Frank (older, skeptical dad) echoes the target consumer base Gillette serves — from younger men starting shaving to older men who’ve grown up with traditional razors. The pairing underscores that GilletteLabs claims to offer a razor for everyone.
By leveraging creators instead of traditional models or actors, Gillette signals that grooming doesn’t have to come from glossy ads — it can come from genuine relationships, humor, and everyday conversations.
How audiences reacted — reception, praise & criticism
The commercial drew attention from both fans of the Mele duo and critics of commercial marketing. Some of the reception included:
Fans celebrated seeing a familiar duo from TikTok show up in a major brand ad — many commented that the commercial felt “on brand” with the Mele’s existing content.
Some appreciated that the ad didn’t feel like a typical razor advertisement. Instead of dramatic visuals or idealized models, it offered a simple, comedic, human moment. That made it feel more approachable and genuine.
On the flip side, there’s been a portion of viewers who dislike the commercial — some find the acting exaggerated or the humor too forced. On social media discussion boards, some users expressed frustration or irritation with the style, viewing it less as charm and more as cringe.
Despite mixed reactions, the ad sparked considerable conversation — a sign that Gillette achieved one of its likely goals: visibility and engagement.
What this says about modern advertising and grooming culture
The GilletteLabs father‑son commercial with Joe and Frank Mele highlights a few broader trends:
Influencers become brand ambassadors: Rather than traditional models or paid actors, brands are increasingly turning to social‑media personalities with built‑in audiences to drive relatability and authenticity.
Intergenerational marketing: By pairing a younger person with his father, the ad bridges generational divides — showing that grooming products are for new‑generation users and old‑school shavers alike.
Casual authenticity over polish: The FaceTime call format, natural banter, and unglamorous setup suggest that modern commercials may value “realness” and relatability over perfection or idealization.
Humor + product demo: The mix of comedic father‑son sass with a straightforward product demonstration taps into a cultural space where people are more receptive to brands that don’t take themselves too seriously.
Overall, the commercial aligns with the evolving identity of grooming culture: inclusive, diverse, and driven by personality rather than perfection.
Conclusion: Frank and Joe Mele — why they matter for the GilletteLabs commercial
The father‑son duo in the Gillette commercial is none other than Frank and Joe Mele — social‑media stars who brought their familiar banter, humor, and generational contrast into a major advertising campaign.
Rather than opting for classic razor‑model stereotypes, GilletteLabs chose to spotlight a relatable, everyday father‑son exchange — blending humor, trust, and genuine connection with a modern grooming pitch.
Whether you love or cringe at the ad, it’s undeniable: this commercial reflects a shift in how brands approach advertising. It prioritizes authenticity, audience connection, and cultural relevance over polished sets and glamor. For many viewers — especially those who follow TikTok or know the Meles — it feels like watching friends chat instead of watching a sales pitch.
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