A common advertising approach of «conducting experiments» to show off some functional or emotional features of a product has recently been employed by Grey in a new spot for its global client Gillette.
Gillette
Gillette is focusing on women’s preferences towards chest hair styles in the brand’s new U.S. campaign for the Fusion ProGlide Styler. The promotion taglined “What Women Want” highlights three most common men’s below-the-neck grooming and briefly explains how to create them using the trimmer-razor hybrid, released in 2012 as a result of collaboration between Gillette and Braun. The promotion includes the “Get the Look Women Want” commercial by BBDO New York, which is already available on the brand’s YouTube channel. The push launches broadly across print, TV and online starting April 1.
Gillette is celebrating men’s pride, moustache or Mo’s, by launching a new activation dedicated to male’s facial hair. November is the month to raise awareness of very important issue of men’s health and prostate cancer, and big brands along with other related organizations launch campaigns revolving around the Movember (Mo+November). As part of the national US program, Gillette is launching the eMO’gency Styler Tour, “a quest to help men master their most stylish Mo’s,” and launches a tab on its Facebook page, inviting male audience to discover more facial hair styles and contribute to the good cause.
Gillette takes its Olympic message to the walls. The male grooming brands launched an outdoor promotion as part of its ‘Great Start’ Olympic campaign, created by Abbott Mead Vickers BBDO, in the UK a few days ahead of the launch of the long-awaited sport event. Now, three tower blocks in Stratford overlooking the Olympic Park got giant and impressive visuals featuring the brand’s ambassadors Sir Chris Hoy, Liam Tancock and Tyson Gay within their sport activity.
P&G’s Gillette has rolled out an Olympics TV ad campaign that uses different Olympic athletes in each region in the UK. The ad features Gillette brand ambassador Roger Federer and P&G’s Team GB brand ambassadors Liam Tancock. The ad is replacing the P&G’s ‘mum campaign’ for two weeks addressing dads instead in front of the Father’s Day.
