The Gillette Company on January 26 announced a return to aspirational advertising with the debut of a new “Gillette. The Best a Man Can Get” campaign during Super Bowl XXXVIII. The 60-second commercial for the MACH3Turbo shaving system is the first Gillette advertising on the Super Bowl in 10 years. The spot will be broadcast during the third quarter of the NFL championship game.
“This campaign builds on our aspirational signature — ‘Gillette. The Best a Man Can Get’ — that we introduced so successfully in 1989,” said Peter K. Hoffman, president, Blades and Razors. “The Super Bowl offers the ideal venue for Gillette to reintroduce this powerful theme and strengthen its emotional connection with millions of men during one of the most highly charged sporting events of the year.”
The campaign, which includes 60-second and 30-second spots created by BBDO NY, engages men through the strong and broadly appealing themes of inspiration, confidence and masculinity. Powerful imagery, copy and music convey these themes, featuring sports and lifestyle vignettes that resonate with men.