Gillette’s Fusion ProGlide ad showed a series of men pulling funny faces as they shaved - in a marked change from the category’s hyper-masculine usual (fighter jets! Racing cars! Sexy women!) - though a thunderous voiceover kept things ‘manly’.

A similarly gruff narrator guides us through Gillette’s new ad, in which it addresses masculinity more directly. In a play on its slogan, the ad tells us the ‘best men’ are good inside as well as out. Emotions, commitment and hugging are all praised, as is friendship and engaged fatherhood (even if the dad shown is crafting a truly dodgy moustache).

Gillette gives its best blades to the best guys, is the message. A distinctive ad that’s in step with the times.