Gillette, a brand owned by P&G, is taking the next step in its promotional campaign for its products, namely Fusion ProGlide. After the series of TV commericals starring Thierry Henry and Roger Federer that brought even more success to both the athletes and the brand, Gillette unveils the next series of its ads starring male celebrities.
The presentation of Gillette Fusion ProGlide, an improved version of Gillette Fusion featuring thinner blades, is scheduled for January 25. Just in time for the event, two different TV ad campaigns are launched on both sides of Atlantic.
In course of the marketing campaign for British television, English rugby champion Wilkinson, a Gillette brand ambassador since 2008, and Irish star O’Driscoll, appear at the same television ad. According to www.brandrepublic.com, the videos were produced by AMV BBDO and will broadcast on ITV, Sky Sports, ESPN and Channel 4. The ads see the rugby fans cought by suprise by their idols in a changing room. The stars ask the fans who are stunned by such an unexpected encounter if they are «ready to take the ProGlide Challenge».
As for the US ProGlide campaign is concerned, it appears to be even more intriguing. The brand signed on athletes representing such traditionally ‘male’ sports as basketball, football and racing to join a virtual Gillette Young Guns team.
Series of videos have already been launched on Gillette’s Facebook fan page starring Kyle Busch, Carlos Gonzales, Ray Rice, Matt Ryan and other male celebs. The Young Guns Team appeals to an average male consumer on the other side of TV screen/monitor with numerous questions and statements: «You’re ready?», «I’m ready», «Beyond ready», «My ready ate your ready for breakfast», «My ready is so ready», «Ready for him, her, that, you», «My ready’s gonna kick your ready’s butt». All those somewhat aggressive appeals coming from the lips of the recognized symbols of American masculinity serve for one goal: to prepare the consumer for the launch of an improved product featuring unparallelled quality.