Gillette announced that it is partnering with some of the world’s most popular musicians to produce Gillette UNCUT, an authentic digital documentary film series which will make its world premiere in Los Angeles in late January, 2010. Shot by renowned music filmmaker/photographer Danny Clinch, the Gillette UNCUT films will provide fans with a rare glimpse into the worlds of will.i.am of the Black Eyed Peas, country superstar and actor Tim McGraw, Mark Hoppus of Blink-182 and the All-American Rejects featuring Tyson Ritter.
«Music plays a big part in the lives of young men,» said Steve Fund, Gillette Global Marketing Director. «Gillette UNCUT shows a side of artists that’s rarely, if ever, seen — going backstage to show how they prepare, including styling and grooming, and the moments of doubt they experience before taking the stage.»
Clinch — who has filmed music documentaries and music videos for iconic rock bands including Bruce Springsteen & the E Street Band, Pearl Jam and The Foo Fighters — has captured the stories behind this success in the Gillette UNCUT series. Each Gillette UNCUT documentary film will be unexpected and revealing — capturing the artists’ thoughts and feelings before taking the stage.
The Gillette UNCUT campaign will be supported by a broadcast television partnership with Fuse TV, print ads in SPIN featuring the musicians, and online media partnerships with SPIN.com, Pandora.com, Last.FM and YouTube.com.
Trailers of the films can be found here.
In addition to the Gillette UNCUT series, as part of the campaign Gillette will also launch «Shave Like a Rock Star,» a series of tongue-in-cheek shaving tutorials hosted by each artist. «Shave Like a Rock Star» will be integrated on Gillette’s Web site in conjunction with the Gillette UNCUT launch in late January.