Gillette has launched a TV ad campaign featuring rugby legends Jonny Wilkinson and Brian O’Driscoll, to promote its ProGlide Challenge.
The new ad is part of a teaser campaign for the upcoming launch of Gillette Fusion ProGlide on the 25th January, with Wilkinson and O’Driscoll challenging men to take the ProGlide Challenge - Gillette’s challenge to men to experience the revolutionary new Fusion ProGlide razor.
The ad sees the rugby stars surprise unsuspecting rugby fans in a changing room, asking them whether they are “Ready to take the ProGlide Challenge?”, with seven hidden cameras capturing the stunned reactions ranging from the startled to the euphoric.
Bonus behind-the-scenes footage as well as the thoughts of Jonny and Brian were all captured and can be seen in a ‘Behind The Ad’ video also released today, which can be watched at Facebook.com/GilletteUK.
Speaking about the ad, Jonny Wilkinson quipped, “It’s not my usual thing to surprise people in toilets, but we met some good people and got some great reactions, and hopefully it will turn out to be a very good thing for this launch”.
P&G Brand Communications Manager James Nunn said, “It is great to see Jonny and Brian together in a national advertising campaign for the first time. We were delighted with some great reactions, and hope it encourages men all over the UK to take the ProGlide Challenge”.
The ad is being broadcast across channels including ITV, Sky Sports, ESPN and C4 over the coming fortnight.