Taking a cue from the 2014 Olympic Winter Games, Gillette has unveiled a new brand marketing campaign communicating a modern vision for 'The Best a Man Can Get'.
The new commercial, 'By a Hair' aired for the first time in the US on 7 February. According to Gillette, the advertorial highlights how a man’s most important moments, from professional achievements to personal relationships, are often determined by mere fractions, continuing: "Whether a moment between father and son or taking a winning shot at a goal, the distance between a man and his best can come down to the tiniest of measures. In life and at the Olympic Winter Games, men will either make it or miss it not by a mile, but by the smallest of margins - by a hair."
The brand cites statistics from the 2010 Olympic Winter Games in Vancouver, claiming that the average difference between winning a gold medal vs. silver in sports determined by time was seven-tenths of a second. The difference between silver and bronze times was closer still, at only half a second.
Supporting the campaign, U.S. Olympic silver medalist Ryan Suter said: “In sports, precision can ultimately determine between a win and a loss. It comes down to tenths of a second or fractions of an inch applied at the right angle. Precision gives you that competitive edge you need to go for gold.”
“The new campaign commemorates the precise details that help men to reach their best no matter what that moment is,” said John Mang, Gillette Global Vice President, Procter & Gamble. “In life and in shaving, a millimeter makes all the difference. That's why we have spent the last 110 years refining and engineering down to the microscopic razor’s edge to give men the advantage of precision.”
To celebrate the 'by a hair' moments of all athletes, Gillette is encouraging fans to share their favourite moments from the 2014 Olympic Winter Games through its Twitter handle (@Gillette) using the hashtag #BYAHAIR.
