SBD/July 9, 2012/Marketing and Sponsorship

Living On The Razor's Edge: Gillette Rolls Out New Olympic-Themed Federer Ad

Gillette has begun airing a new ad featuring tennis player Roger Federer that highlights parent company P&G's USOC sponsorship in anticipation of the upcoming London Games. The 30-second spot begins with Federer, who yesterday won his record-tying seventh Wimbledon championship, shaving with the Limited Edition Gillette Fusion ProGlide, then jumps to him walking through the tunnel to the court for his match. The announcer says, “You get in the zone long before the match. Get your head right and focus.” The ad then flashes back to Federer shaving again and then back to him being on the court, with the announcer saying, “On match day, you don’t leave anything to chance.” The ad ends with “Gillette” and “The Best A Man Can Get” onscreen above P&G and the Olympic rings with “Worldwide Partner.” Other Olympians sponsoring Gillette include U.S. sprinter Tyson Gay and swimmer Ryan Lochte (THE DAILY).
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