Gillette Unveils U.S. Advertising for M3Power Razor May 18, 2004

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The Gillette Company (Boston, MA, U.S.) has introduced a new U.S. advertising campaign in support of its newM3Power shaving system for men, which will be available May 24.

Developed by BBDO New York, the campaign includes a 30-sec television commercial and a print execution.

Gillette said both the television and print executions emphasize the revolutionary nature of the new product -- its power. According to the company, its M3Power delivers gentle micro-pulses to the shaving cartridge that stimulate hair up and away from the skin to provide a closer and more thorough shave.

The television ad begins with images that the company describes as powerful and mysterious green energy waves, which later fuse with the new shaving system. "The energy waves are metaphors for the gentle micro-pulses inherent in Gillette's new M3Power," the company said in a statement announcing the advertisement. The TV spot also utilizes the company's "The Best a Man Can Get" tag line as well.

Gillette said the print execution illustrates how the razor's internal motor sends micro-pulses to the new, patented PowerGlide(TM) blades, resulting in "the closest shave ever."

Print advertisements will appear in magazines such as ESPN Magazine, Maxim, Men's Journal, and Sports Illustrated beginning with June issues, while the television ad, which debuts on May 17, will appear on U.S. network and cable programming.

The personal care appliance company also said two NASCAR-themed ads featuring the Gillette Young Guns are in development.

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