Personal care products maker The Gillette Company (Boston, MA, U.S.) will debut a new U.S. advertising campaign during Super Bowl XXXVIII. The 60-sec commercial for the MACH3Turbo shaving system is the first Gillette advertising on the Super Bowl in 10 years.
"This campaign builds on our aspirational signature -- 'Gillette. The Best a Man Can Get' -- that we introduced so successfully in 1989," said Peter K. Hoffman, president, Blades and Razors. "The Super Bowl offers the ideal venue for Gillette to reintroduce this powerful theme and strengthen its emotional connection with millions of men during one of the most highly charged sporting events of the year."
The Super Bowl advertising kicks off a Gillette branding campaign that aims to reach men throughout 2004. Following the debut during the Super Bowl, the new advertising will appear on prime-time, late-night, sports, and cable entertainment programming in the U.S.
Gillette is also teaming up with American football legend Steve Young and Sports Illustrated magazine for a national consumer contest, called "The Best Game Face a Man Can Get." Men who submit a photo of their "Best Game Face" are eligible to appear in Sports Illustrated and win prizes worth more than U.S. $20,000.
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