For many men, keeping a freshly-shaven face provides a sense of dignity. But as men age, shaving can become an impossible task. So, Gillette created TREO for use by caregivers and individuals who’ve lost the ability to safely shave themselves. The blade requires less water and the handle contains a shave gel, meaning the immobile can be groomed anywhere. The razor was introduced via a film about Kristian Rex, a New Jersey man tasked with caring for his elderly father. The ad sees Kristian gently helping his dad wash, dress and shave, showing the close bond the two of them share. Through this narrative, Gillette portrays men who aren’t afraid to take on more traditionally feminine roles.

Traditional concepts of masculinity have been turned on their head; men are proudly toting manbags, sporting man buns and nurturing emotional connections, with 93% of straight men saying they've cuddled another man. It’s accepted, and encouraged, to be emotionally intelligent. “Masculinity is no longer this debilitating curse that forces men to act in a toxic manner,” say researchers at the University of Winchester. “As such, guys today are having highly emotional, physically tactile and loving friendships with other men.”

Men are rightfully being portrayed as individuals who aren’t afraid to take on more traditionally feminine roles – whether that’s by showing dancing mechanics cleaning up with Cillit Bang or NFL players styling their daughters’ hair courtesy of Pantene. But it’s a message that needs repeating; despite 78% of men saying it’s okay for boys to cry, 76% admit using phrases like ‘man up’ and ‘be a man’ towards them, and suicide rates in the US remain highest among men.

This is the first in a five-part series deconstructing our favourite winners from the 2017 Clio Awards.