To leverage spiking soccer interest around Qatar 2022 and to mark the start of the winter football season, Gillette Labs has teamed up with actor, comedian and YouTuber Michael Dapaah and Gillette Labs football ambassadors Raheem Sterling and Ian Wright for the series launch of ‘BreakTime’.
The online video series, created with After Party Studios, delves into the players’ lives both on and off the pitch: shining a spotlight on their passions, interests and hobbies, as well as discussing the importance of taking breaks from everyday pressures.
The launch episode, which dropped on 19 November, saw Dapaah (alongside Sterling and Wright) recreate his very own Gillette Labs’ commercial using the Gillette Labs exfoliating razor. As part of the spot, the current and former England internationals also share their tips on breaking away from football.
The hero spot is supported by a set of social content including behind-the-scenes footage and a ‘close shave challenge’, as well as a special edition episode of the popular Assumptions series on YouTube Channel UMM.
@michaeldapaah_ The sacrifices footballers have to make behind the scenes aren’t easy This is one of the few things we discuss on the first episode of #BreakTime with @Raheem Sterling & @Ian Wright ⚽️ #OutNow Head over to my YouTube to check it out! (Link in Bio) @Gilletteuk #EffortlessFlow #GilletteLabs ♬ original sound – Michael Dapaah
“This is a compelling campaign that highlights the importance of taking a break from the game’s everyday pressures to help get into your flow,” commented Gillette Brand Director Callum Wood. “And who better to help drive that conversation, than two of football’s finest, who we’re proud to have as our long-standing ambassadors, Raheem Sterling and Ian Wright. Partnering with talent such as Michael Dapaah really brought the best out of Ian and Raheem and we think BreakTime is going to be a roaring success.”
After Parties Studios Managing Director Joshua Barnett added, “We’re thrilled to be working with Gillette Labs for a third time alongside H+K and P&G’s incredible partners. We’re always looking to bring the best talent into the world of branded entertainment, and Michael Dapaah is unquestionably a creator at the top of his game. Break Time is an incredible format, and Michael’s recreation of Gillette’s iconic TVC is the perfect example of how branded content should be done.
Raheem Sterling commented: “As you get older you realise how valuable it is to take a bit of time when you need it. Now it’s the little things like a walk in the park with my dog and my son that give me the best feeling in the world”.
Gillette ambassador Ian Wright focused on the importance of having outside interests: “Football is all consuming. Everybody comes up to you to talk about the game and that’s an incredible feeling, but it can also be intense, especially when you’re playing at an elite club. If you haven’t got something that can give you the release from the pressure it will consume you, so I’m always really happy to see players that have other interests, as I know how important that is”
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This campaign follows on from previous Gillette campaigns with Sterling and Wright including a June 2022 stunt that saw Wright and his son Shaun Wright-Phillips take Superdrug shoppers by surprise as they became Gillette Labs assistants for the day helping them find an effortless gift this Father’s Day and Sterling fronting the launch campaign for Gillette Lab’s flagship exfoliating razor in February 2022.
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