The brand’s collaboration with the NFL features a tie-up with three key offensive linemen to popularise its #ShieldMove marketing strategy
Gillette has forged a partnership with NFL offensive linemen John Urschel of the Baltimore Ravens, Trent Williams of the Washington Redskins, and Rodger Saffold of the St. Louis Rams to promote the importance of shielding in line with its Fusion ProShield range.
The deal spotlights the protectors of the gridiron in the San Francisco Bay Area lead-up to the Super Bowl 50. Often unsung heroes, they guard every play and face of the team, rendering the category an ideal fit to push the said product release which champions before-and-after blade lubrication.
Throughout the playoffs, the aforementioned variety of players will remain the campaign’s focus across, with the collaboration set to culminate in a signature dance video scheduled for roll-out on Twitter using the hashtag #ShieldMove. Each of the three has come up with his own groove to spark interest.
The respective styles are titled Awkwardly Sensual Uh Uh (Urschel), The Wall (Williams), and Forcefield (Saffold). Until 23 January 2016, Gillette is inviting offensive linemen, coaches, and fans everywhere to join in on the action by sharing short clips of their signature #ShieldMove. The best videos will receive special mention.
“Whether it’s shielding your teammates on the field or shielding from irritation while you shave with Gillette Fusion ProShield, great all-around protection is important when looking and performing your best,” said Greg Via, Global Director of Sports Marketing at Gillette.