Campaign Spotlight

Campaign Spotlight: Gillette returns to the Super Bowl via new commercial by Grey New York

NEW YORK, USA — Procter & Gamble’s Gillette launches a new GilletteLabs Exfoliating Bar shaving innovation during the Super Bowl on Feb. 13.

The new 30-second commercial, created by longtime agency, Grey New York, will air in the second quarter of the game. It marks Gillette’s return to the bowl for the first time in 16 years. Martin Krejci, award-winning, Czech-born talent, directed.

The main theme of the ad is that the shave is as quick and easy as washing your face. “Men who’ve tried it love it and say they would never go back to an ordinary razor,” said Mariana McQuattie, Senior Vice President of P&G Grooming, North America.


Gillette created the discipline of sports marketing in 1910 and has a rich history with the NFL. Procter & Gamble, its parent company, has been an NFL sponsor since 2009. Grey’s “We Believe” Gillette ad in 2019 ignited a global conversation on modern masculinity and became a textbook example of successful, purpose-driven marketing.

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