The new Gillette campaign includes a tie-up with singer-songwriter, Sia, and features the brand’s global roster of athlete ambassadors.
Gillette has launched Perfect Isn’t Pretty, the central piece to its Olympics push. The campaign stars the brand’s global roster of athlete ambassadors including Ashton Eaton (USA, decathlon); Neymar Jr. (Brazil, soccer); Ning Zetao (China, freestyle swimming); and Andy Tennant (Great Britain, team pursuit cycling).
Shining the spotlight on the gruelling journey faced throughout training, the film reveals the often overlooked struggles encountered and sacrifices made in pursuit of excellence. The creative shows that while there aren’t shortcuts to perfection, with precision, one’s best is within reach.
Additionally, Gillette collaborated with singer-songwriter, Sia, to introduce a fresh twist to her latest song, Unstoppable, which is featured in the video. The new mix speaks to the heart of the initiative and features the unique spin and personal touch of three additional global artistes.
They include Grammy-winning producer, Ariel Rechtshaid; Pusha T, a founding member of the seminal rap duo Clipse; and Olodum, the quintessential Brazilian marching band who contributed a percussion influence and sound to add flair reflective of the Rio 2016 Olympic Games.
“Our film shows how Olympic athletes directly inspire us as a global brand to keep chasing perfection, because it takes the athletes’ best to reach the Olympic Games and our best to create the world’s most precise razor, the Fusion ProShield,” said Carlos De Jesus, North American Shave Care Brand Director at Gillette.
Gillette was a winner at the 2014-2015 World Branding Awards under the Men’s Grooming – Shavers (Global) category.