North American advertising for the product, from BBDO Worldwide, New York, breaks with a 15-second teaser spot for TV in August. More product-focused 60-second, 45-second and 30-second commercials will follow. The media buy includes TV, radio, print, outdoor and the Internet. Creative plays off the idea of streamlined speed and hi-tech imagery, but retains the theme line, "Gillette. The best a man can get." The company said first year ad spending plans call for $70 million in advertising in 1998 following its August launch and $130 million through mid-1999.
Copyright April 1998, Crain Communications Inc.