One-Handed Seahawks Linebacker Shaquem Griffin Stars in Dramatic New Gillette Spot

The rookie also appeared in Nike's recent 'Just Do It' campaign

Grey New York created the new spot. Gillette
Headshot of Patrick Coffee

Colin Kaepernick may have earned the lion’s share of press attention regarding Nike’s new “Just Do It” effort, but he was not the only athlete honored.

The 23-year-old rookie and Seahawks linebacker Shaquem Griffin was also a perfect fit for the campaign, which has proven alternately inspiring and contentious (while providing a whole lot of earned media for Nike).

Now, Gillette has chosen Griffin as the face of its new campaign, “The Best Never Comes Easy,” which is a twist on longstanding tagline “The best a man can get.”

The ad, created by Grey New York, documents some of the challenges faced by Griffin, who was born with amniotic band syndrome and later had his left hand amputated.

Fans of the 2018 Peach Bowl Defensive MVP and 2016 American Athletic Conference Defensive Player of the Year will recognize that the other boy in the spot represents his twin brother Shaquill, who plays cornerback for the Seahawks.

The scene involving the brothers and their father is in keeping with Gillette’s ongoing celebration of paternal bonding moments. Beyond the broadcast ad, this campaign includes online video, social media, public relations and activation marketing.


Agency: Grey New York
Client: Gillette
Campaign: “The Best Never Comes Easy”

Worldwide Chief Creative Officer: John Patroulis
Deputy Chief Creative Officer: Jeff Stamp
Executive Creative Director: Joe Mongognia
Associate Creative Director: Jon Cochran
Associate Creative Director: Brian Pluta
EVP/ Global Account Director: Brian Weston
VP/ Account Director: Corey Dobbs
Account Executive: Hunter Teare
Senior Strategist: Jhanell Biggs
Project Manager: Joey Scarillo

Production Agency: Townhouse
CPO, Chief Production Officer: James McPherson
Head of Production: Tania Salter
VP, Executive Integrated Producer: Katy Hill
Integrated Film Producer: Dante Da Parma
Music Producer: Kurt Steinke
Business Manager: Suzanne Voss

Production Company: Tool of North America
Director: Floyd Russ
Managing Partner: Dustin Callif
Managing Director: Nancy Hacohen
EP: Preston Garrett
Line Producer: Andy Coverdale
DP: Jacob Moller

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.