Grey Johannesburg created a film for Gillette South Africa that emphasises the brand’s global crusade, ‘The Best a Man can Be’ but in a uniquely South African context.
Gillette has celebrated the relationship between fathers and sons for years. But in SA, two out of three children is raised without their father. So the film looks at how strong South African women are raising a new generation of men to be the best they can be (#thebestmencanbe).
The film features Gogo Nozizwe. Like many South African women, Gogo Nozizwe raised her grandson, Akhona, and his siblings in Nyanga, Western Cape. To honour her and all the women raising the next generation of South African men, the film was launched in celebration of Women’s Day.
The film was directed by Siphiwe ‘SJ’ Myeza-Mhlambi from 7Films — the young South African director who won a 2017 Gold Cannes Lion for ‘Surf Shack’ — who sadly passed away earlier this year. The film introduces us to a young man whose grandmother, Nozizwe, serves as both father and mother to him. The film portrays traditional notions about masculinity and shows us a young man whose only father figure has been a woman.
Miyeza found Nozizwe and Akhona deep in the communities around Cape Town and spent time getting to know them before filming. The film was shot over two days and captures some rich material from their life – all of it honest and authentic.
Through this campaign, Gillette South Africa is now inviting all South Africans to join them in helping shape boys into men.