Gillette unveiled the latest phase of its 2020 NFL activation with the 10 September anchor TV commercial featuring New York Giants all-pro running back Saquon Barkley.
Launched to leverage the opening game of the new season, the spot sees Barkley goe through his pre-game ritual and seeks to drive home a message about what you can achieve on and off the field when you treat every day like its game day.
Created by agency Grey New York and helmed by award-winning director Nicole Ackermann, the ad sees Barkley prepare to take his game to the next level – with Gillette ProGlide and Gillette ProGlide Gel.
The idea behind the approach is that while this season is going to be different than any NFL season which came before it, one thing that does not change is the preparation and mindset that’s needed to be your best.
The spot also seeks to channel viewers online to learn more about the brand’s various work with the NFL including https://gillette.com/en-us/the-latest…, https://gillette.com/en-us/the-latest.., https://gillette.com/Rookies, https://gillette.com/EveryDayIsGameday and https://gillette.com/Madden.
The campaign was created for Proctor & Gamble’s Gillette marketing team which included Vice President John Claughton, Senior Brand Director Karen Martin, Brand Director Premal Amin, Integrated Production Manager Marco Zermeno, BBIC Director James Pooley, Global Head Of Sports Marketing Greg Via, Digital And Social Brand Management Erin Millard and Communications Manager Julia Lafeldt by agency Grey NY.
The agency team included Worldwide Chief Creative Officer John Patroulis, Chief Creative Officer Justine Armour, Executive Creative Director (Art) Qian Qian, Executive Creative Director (Copy) Tristan Kincaid, Associate Creative Director (Art Director) Gemma Slack,, Associate Creative Director (Copy Writer) Ben Peppernell, EVP Account Director Brian Weston, SVP Account Director Daniella Linkus, Account Supervisor Julie Ressler, Senior Account Executive Lindsay Auerbach, Assistant Account Executive Alyssa Segel, Planning Director Jhanell Biggs and Project Manager Jacqueline Iriarte.
The production agency was Townhouse with edit by Gramercy Park Studios, colour by Company 3 and finish by Method.
Comment:
Gillette’s latest NFL work continues the themes explored in the brand’s other sports work in various markets including an Irish rugby campaign starring Paul O’Connell in August (see case study) and a UK football campaign starring Raheem Sterling in February (see case study), as well as its previous NFL marketing heritage which included its 2018 campaign fronted by Shaquem Griffin (see case study).
Links:
Gillette (Proctor & Gamble)
https://www.facebook.com/gillette
https://www.youtube.com/user/gillette
Grey New York
https://www.grey.com/en/new-york
NFL
http://www.nflshop.com/source/bm-nflc…
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