Drive For Five: Gillette Using Super Bowl To Launch Razor

Gillette will unveil a “Miracle of Fusion” campaign for its new Fusion razor in two separate commercials running during ABC’s broadcast of Super Bowl XL, according to Claudia Deutsch of the N.Y. TIMES. In the 15- and 30-second spots, via BBDO Worldwide, N.Y., a helicopter zooms in “over the alien landscape and deposits its precious cargo: two oh-so-serious Men in White (lab coats, that is) carrying identical briefcases.” The men “stride purposefully through the silver-domed lab” and deliver “the last pieces of the scientific jigsaw puzzle that will yield” the razor. The ad then “switches abruptly to conventional mode” and describes the product, ending with the brand’s tagline, “Gillette: The best a man can get.” A stand-alone version with just the second half will air later in the game. A commercial with a different theme will run during NASCAR races, and ads will also run in magazines (N.Y. TIMES, 1/27). In Boston, Jenn Abelson notes the two HD spots are the “most amount of time Gillette has ever purchased for the Super Bowl.” Trailers are presently airing on TV to preview the commercials (BOSTON GLOBE, 1/27).