As the 2021 NFL Draft kicked off on 30 April NFL sponsor Gillette celebrated the event’s return to its original in-person format after the previous year’s pandemic-enforced virtual event through a comic campaign built on the idea that it’s more important than ever for first round prospects to look their best when their name is called and they take to the stage.
The men’s personal care brand – one of several P&G brand’s (other’s include Bounty, Cascade, Charmin, Crest, Febreeze, Gain, Head & Shoulders, Old Spice, Oral B, Prilosec OTC, Tide and Vicks) with official NFL partnerships linked to the parent company’s long-term league partnership – teamed up with ambassador and former NFL star Deion Sanders for an integrated Draft activation created by agency Grey.
53-year-old Sanders, nicknamed ‘Prime Time’ and known for his famous sense of confidence, showy style and his extrovert personality as well as his grid iron skills, himself made quite an impression when he was drafted back in 1989.
Indeed, the campaign’s hero spot uses a look-alike to recreates Sanders’ imagined pre-Draft routine ahead of being picked in the first round by the Atlanta Falcons 32-years after it happened to show today’s Draftees just how it is done.
Of course, his preparation routine included ‘a close and comfortable shave with the Gillette ProGlide razor’ while Sanders offered the rookies a few words of wisdom based around the idea that you gotta look good to game good.
“To all those rookies waiting for that call tonight, I’ve got a little piece of advice to you: Don’t let anybody tell you that looks don’t matter in this game,” Sanders says in the commercial’s voiceover. “Because baby, when you look good, you feel good, and when you feel good, you Prime Time good.”
The spot, called ‘Deion’s Draft Night’ was posted on the brand’s online platforms on 29 ASpril and aired on television during the Draft telecast.
Comment:
The 2020 Draft saw some college players – and even the commissioner himself – appear as if they might just have rolled out of bed, so this campaign and this year’s physical event marked a welcome return to something edging closer to normality.
The P&G brand has worked with Sanders and earlier in 2021 he posted some social content for Gillette and in 2020 he interviewed rookies Cole Kmet, Ashtyn Davis, Jalen Hurts and Tua Tagovailoa about what ‘Every Day is Gameday’ means to them.
Excited for what's in store this @NFL season with @Gillette If you know PRIME then you know I’m all about the look good, feel good, play good mentality. It all starts with a fresh shave to get me in the winning mindset https://t.co/Mg4qANaLF6 #EveryDayIsGameday #GillettePartner pic.twitter.com/usGV9aMm7T
— COACH PRIME (@DeionSanders) September 20, 2020
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