Gillette launched its “Every Hero Sweating, Some Never Show,” campaign to emphasize that the struggles service members face when leaving the military service.
Gillette is celebrating the military service members and veterans in her “Every Hero Sweating, Some Never See it” ad campaign to spotlight the less well known challenges many face once they transition to civilian life.
In a short film, the razor brand pointed to the involvement of the service of members of the military and their families, but also shared the many obstacles they face when they retire or in the private sector.
“Gillette wants to celebrate the everyday heroes who persevere through the transition of all while balancing the everyday demands of their work, in the family, and a number of additional challenges that they faced,” the company said in a press release.
Gillette has teamed up with the non-profit Operation Homefront to donate an estimated $ 2.5 million worth of products to military families.
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The campaign comes weeks after Gillette received a lot of criticism for his “We Believe” ad aimed at fighting “toxic masculinity.” Critics argued the commercial adopted misogyny rampant among Gillette’s customer base and that the use of a social movement to sell razors.