Where You've Seen The GilletteLabs Commercial Actors Before

Summary GilletteLabs commercial features TikTok stars Joe & Frank Mele using futuristic razors, blending old and new generations in a fun way.

Gillette wisely taps into social media trends by featuring the father-son TikTok duo in their ad, appealing to a wide audience and modernizing their image.

Joe Mele's social media success skyrocketed during the pandemic, showcasing the power of family dynamics and relatability in attracting followers.

The GilletteLabs commercial features an actor duo who some may know from their performances outside the scope of television and movies. Gillette is an American brand of safety razors that is well known for its many-bladed razors and shaving cream products as well as their commercials which often feature a zoomed-in CGI shot of one of their distinctive blades, slowly, and satisfyingly, chopping off hair particles. It combines the satisfaction of power washing videos with hair care. GillettleLabs is a 2019 innovation of the brand focused on rethinking the way men shave (via Gillette).

Gillette products have been traditionally marketed to men, with their tagline for years being, "The Best a Man Can Get". They do make women's products with their Venus line, but it's men's products they market more often. The brand has utilized celebrity cameos in their commercials in the past, but recently, they've mined TikTok for spokespeople. It's an emerging trend with social media stars, like Charlie D'Amelio appearing alongside Ben Affleck in a Dunkin' Donuts campaign and social media starlet Emma Chamberlain in a Levi's ad. Gillette wisely followed the trends for their 2023 campaign.

Related Snoop Dogg Corona Commercials: Every Celebrity Who's Appeared With The Rapper Snoop Dog stars in Corona commercials for the "La Vida Mas Fina" ad campaign, and he brings his chill personality and celebrity friends to the brand.

Father & Son TikTok Stars Joe & Frank Mele Star In The GilletteLabs Commercial

Joe And Frank Mele Argue About How Good The GilletteLabs Razor Really Is

Close

Joe and Frank Mele are a father-son TikTok duo under the name @mmmjoemele and the commercial is filmed just like their videos, with Joe and Frank FaceTiming each other and Frank teasing his son as Joe shaves. Curious, he asks what blade he's using, allowing Joe to show off the latest GilletteLabs razor complete with the requisite CGI closeups of the blade contouring perfectly to a futuristic, green-glowing surface. Initially mocking this new school way of shaving, Frank quickly changes his mind and asks his son to send him some.

It's an excellent way to show the modernness of the product while suggesting people of all generations will appreciate it. The commercial captures what makes Joe and Frank so likable. They're just a loving, teasing father-son duo who come from very different generations in the way they act and view the world, but they still agree on plenty, including the viability of GilletteLab's razors. The duo released a reaction video TikTok and it's fun to see the two organically reacting, giving a behind-the-scenes look at what Joe and Frank must be like when the camera isn't rolling.

How Joe & Frank Mele Became TikTok Superstars

The Father-Son Duo Is A Social Media Comedy Pair

Joe and Frank Mele are a father-son TikTok duo under the name @mmmjoemele, and they have over 29 million followers on TikTok and 2.6 million followers on Instagram. Their videos often see the duo pranking each other, getting into arguments, and generally just hanging out, all punctuated by the father Frank's thick Long Island accent, "Cawwwfeee!" he yells in one popular TikTok video. Frank also looks a lot like Anton Ego from Ratatouille, so that's a lot of fun.

Joe's TikTok had some significant success before the pandemic, but it wasn't until COVID-19 that his views and follower counts really began to climb (via The Suffolk Times). A college dropout from Binghamton University, Joe paused his studies when he realized how he could make a living online. It wasn't his first crack at social media stardom, trying his hand at YouTube, Instagram, and even Vine before TikTok took off. He told The Suffolk Times,

"It was kind of like a meant-to-be sort of thing. Finally, I got it right. And I just knew that I would always be good at it given the opportunity."

Adding in family members, but primarily his father, exploded his viewer counts, and, with giant brands like GilletteLabs seeing the potential, the Meles could appear in even more commercials in the future.