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When Gillette debuted “The Best a Man Can Get” during Super Bowl XXIII in 1989 with a BBDO campaign promoting its Atra razor line, ours was a different America. George H.W. Bush was president, the Cold War was an ongoing concern and sexual harassment in the workplace was an all-but-foreign concept.
Now, the task of communicating a brand’s message is far more complicated, as is evident in Gillette’s latest attempt to explore what its now-iconic slogan means today.