Gillette asks a super question.
In a world where even Clark Kent has a hobo beard, how does the world’s most well-known shaving brand get guys talking about shaving?
Simple. Ask one impossible question:
How Does The Man of Steel Shave?
We partnered with the film to tap into the buzz—and spark a global grooming conversation, one theory at a time.
CLICK PLAY FOR THE FULL STORY.
We worked with celebrities like Bill Nye, The Mythbusters, Mayim Bialik, and Kevin Smith to give us their theories. We drove a whole lot of buzz for the brand. And we made entertainment marketing a strategic pillar for Gillette globally.
The 2 Minute Recap
Heroic Results: We delivered a fully integrated campaign, complete with TV, print, OOH, digital/social, NYC subway takeovers, POS and more. By all measures, it was a resounding success, generating nearly 2 billion impressions and doubling sales YOY with their top retailer.
Which theory is your favorite? Hey, if you have a few minutes, take a look at the celebrity theories and choose your favorite.