Background

In Argentina, hair is closely tied to masculinity.
Losing it often feels like losing part of oneself. As masculinity evolves, Gillette steps in to reframe baldness as confidence — not loss.

Idea

So Long Hair Well captures the final shave as a conscious choice. Set to “So Long, Farewell”, men turn goodbye into liberation, with Gillette as their partner.

Execution

Facing the mirror, men shave what remains. Each stroke marks letting go — and stepping into a stronger version of themselves.