As a marketer, there’s a lot to like about this commercial for Gillette.
An enduring tagline that’s been used for years and works on many levels. “The Best A Man Can get” can refer to the product and the way a person feels when he uses the product, and it also works across several different products at once. And they’ve been using it forever, from back in the days when the gusty jingle singer belted it out in song. (some intrigue there; more on that later).
Their cast is diverse in many ways, from skin color to home country.
The music is ambitious.
And they seem to have a solid strategy: no matter who you are, from superstar to everyman, you have doubts inside you, and you have confidence inside you; these products will make you look and feel good so the confident side can win.
A lot going for this ad. I just wish I could like it.
Gillette has spent years using sports stars in their ads, and to their credit, they’ve used the best of the best, across the globe: Federer, Woods, Jeter, Henry…all champions in their respective sports.
People want to watch them and be like them.
I just wish Gillette would do something more interesting with them.
Ricky Rubio is an interesting new addition to the lineup, but these spots continue to follow a fairly uninspired formula.
They play a little sports, they mug with each other, they hit the sink and shave a little, and they come out looking really well groomed. They get the girls, too. They’re superstars and on the field and in the bathroom. And since they can win, you can win.
It must be working, because it doesn’t seem to be changing. At least the music is a little different; feels like they’re trying to update a bit and get away from the jingle-driven spots of their past.
That’s good stuff.
I couldn’t get this song out of my head for about seven years, it was so prevalent back in the ‘80’s and ‘90’s. What I didn’t know was that there was another “non-advertising” version, and there’s some controversy surrounding the question of which version is the original. What do you think?
Either way I think it’s stuck in my head for another seven years…
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2 comments:
Hmmm honestly I think it's pretty obvious why these ads leave something missing: it's for shaving cream!
Unlike shoes or clothes or calories, shaving cream has nothing to do with sports besides rookie facesmashing in baseball.
Unlike shoes or clothes or calories, the worst consequence of using bad shaving cream in sports is a bit of razor burn.
Gilette has a good message, but they might do better to try a little humor--that might separate them from the other products (that's you, watch companies) who also use athletes in settings bereft of anything interesting.
You're right. Talk about a mismatch between product and endorser. I can only imagine how much $$ they're spending on these guys.
PS, I think that they think they ARE trying a little humor.
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