Gillette Launches M3Power Razor Ad Campaign

The Gillette Company today introduced a new advertising campaign in support of its highly anticipated M3Power shaving system for men. The campaign includes television and print executions. Both emphasize the revolutionary nature of the new product. M3Power delivers gentle micro-pulses to the shaving cartridge that stimulate hair up and away from the skin to provide a closer and more thorough shave.

To underscore the revolutionary nature of the new product, the television spot features vibrant green, pulsing visual effects that dramatize M3Power's unique micro-power technology. The ad begins with images of powerful and mysterious green energy waves, which later fuse with the new shaving system. The energy waves are metaphors for the gentle micro-pulses inherent in Gillette's new M3Power. Oh, the blather we pump out in this biz.

Created in the style of a movie trailer, the spot emphasizes the product's May 24, 2004 availability date. The television creative incorporates the powerful "The Best a Man Can Get" tag line, as well.

The print execution also illustrates how the revolutionary razor's internal motor sends micro-pulses to the new, patented PowerGlide(TM) blades, resulting in the closest shave ever.

Developed by BBDO New York, the campaign includes a :30 television commercial and a print execution. Print advertisements will appear in magazines such as ESPN Magazine, Maxim, Men's Journal and Sports Illustrated beginning with June issues, while the television ad, which debuts on May 17, will appear on network and cable programming.

In addition, two NASCAR-themed ads featuring the Gillette Young Guns also are in development.