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Gillette ad plays off Belichick’s hoodie habits

The Patriots have been in the news for all the wrong reasons recently, as even team owner Robert Kraft said, “Everything we don’t want is happening.” But on another note, we did notice a new ad that Gillette is running around the team. Gillette is one of the Patriots’ top sponsors and has naming rights at the team’s facility, but this is one of the few times we’ve seen specific ad creative around Patriots intellectual property.

The ad, developed by Gillette’s agency, Integer, which develops the brand’s in-store point-of-sale material, plays off head coach Bill Belichick’s penchant for cutting off the sleeves of his sideline hoodie. This runs on the back page of the most recent Patriots Football Weekly. The brand plans to run it only in Patriots media, but could open it up to other New England publications or as part of a digital execution later.
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