|-- New Television Commercials Star the Gillette Young Guns and Showcase the Mach3Turbo Champion Razor --|
The Gillette Company will rev up the excitement surrounding the Daytona 500 with the debut of two new television commercials that highlight Gillette's partnership with NASCAR and the Company's sponsorship of the Gillette Young Guns.
The Gillette Young Guns are six of racing's top young drivers - Kurt Busch, Dale Earnhardt Jr., Kevin Harvick, Jimmie Johnson, Matt Kenseth and Ryan Newman.
The two 30-second spots will air during the TNT telecast of the Budweiser Shootout on Saturday, February 7, and will run exclusively during NASCAR programming on TNT, NBC and FOX throughout the 2004 race season.
Created by BBDO New York, the two commercials use the friendly competition between the six drivers, along with the fast-paced excitement of NASCAR, to promote the Mach3Turbo Champion shaving system. The commercials mark the first time that Gillette has used NASCAR personalities in its television advertising, and are part of a multifaceted season-long promotion between Gillette, NASCAR and the six drivers.
"The Gillette Young Guns commercials create a solid connection between the superior performance of the Mach3Turbo Champion razor and the Gillette Young Guns drivers," said Eric A. Kraus, Vice President, Corporate Communications, The Gillette Company. "We are proud to be partnered with six of the very best racecar drivers in the world, young men who define excellence in the same way that our world-class products do."
The two commercials were shot at the Concord Motor Sport Park in Concord, NC. They were directed by Jonathan David, who has directed other well-known commercials featuring celebrities, athletes and NASCAR personalities. The spots were created in New York by BBDO and were produced by MJZ.
About The Gillette Young Guns
In November 2003, The Gillette Company announced a multi-year marketing and promotional agreement with the Gillette Young Guns and NASCAR. As part of the deal, Gillette also became an Official Status Sponsor of NASCAR in the Shaving Products, Alkaline Battery and Oral Care categories.
Gillette will leverage the Gillette Young Guns and its NASCAR sponsorship with a comprehensive marketing communications program on several levels throughout the 2004 NASCAR NEXTEL Cup season. The program includes consumer promotions and retail events, a national sweepstakes, dedicated NASCAR print and broadcast advertising, licensing, interactive on-line consumer promotions, charitable contributions and hospitality. The activities will encompass multiple Gillette brands, including Mach3Turbo razors, Gillette Series shaving gel and anti perspirants, Duracell alkaline batteries and Oral-B toothbrushes.
Consumers are invited to celebrate the Gillette NASCAR partnership by participating in The Gillette Young Guns $5 Million Challenge. This promotion offers race fans a chance to win $5 million during next season's Coca-Cola 600 at Lowe's Motor Speedway on Memorial Day Weekend and again at the season-ending Ford 400 at Homestead-Miami Speedway in November. The Gillette Young Guns must finish one through six in either race, and a consumer must have chosen the correct order of finish to collect the prize. If there is a $5 million consumer winner, Gillette also will donate $5 million to the National Prostate Cancer Coalition.
As part of the ongoing season-long program, consumers also will be able to register online at www.gilletteyoungguns.com to predict the highest-finishing Gillette Young Guns driver prior to each of next year's 36 NASCAR NEXTEL Cup events. Each week, all correct entrants will be automatically entered in a drawing for a $5,000 prize. In addition, Gillette will make a $1,000 donation in the name of the highest-finishing Gillette Young Gun to the National Prostate Cancer Coalition. The website also will enable consumers to register for the Gillette Young Guns $5 Million Challenge, as well as provide updates and news on all of the drivers.
About The Gillette Company
Headquartered in Boston, Mass., The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in alkaline batteries and in manual and power toothbrushes.