Gillette's Olympics Music Video Shows Gritty Side of Athletic Competition

New Film Features New Remix of Sia's 'Unstoppable'

Published On
Jul 13, 2016

Editor's Pick

Think about "The Best a Man Can Get" and you don't envision a guy hugging the porcelain goddess. But while ads featuring Olympic athletes usually show the glory, Gillette's anthem video for the Summer Olympics breaking today instead focuses on the gritty, including what appears to be the first razor advertising that shows a guy throwing up.

That's part of the hard work Chinese swimmer Ning Zetao puts into practice. And the online video breaking today from WPP's Grey in similar fashion shows British cyclist Andy Tennant in a spectacular crash and USA decathlete Ashton Eaton chased by a very mean-looking dog on a run.

The three-minute "Perfect Isn't Pretty" music video also will appear in a 60-second edit during the opening ceremonies for the Rio Olympic Games on NBC Aug. 5. The spot will feature Sia's "Unstoppable" in a new mix from Grammy-winning producer Ariel Rechshaid that also includes an original rap from Pusha T of the duo Clipse and percussion from Brazilian marching band Olodum.

The original mix in the video will be available globally on Spotify, Apple Music and Soundcloud.

"When I was working on "Unstoppable," I wanted to write a sports anthem; the kind of song played before a big game to get the players pumped," said Sia in a statement. "As I learned more about Gillette's 'Perfect Isn't Pretty' campaign supporting the 2016 Rio Olympic Games, this collaboration felt right and this film was a perfect place to unveil this new mix."

"It's a little different spin on what you see from Gillette," said Carlos de Jesus, North American Shave Care brand director for Procter & Gamble Co. "You see the behind-the-scenes work these guys put in every day to be the best."

That includes injuries, or "the guy having trouble holding down his fluids," he said. "All that was inspired by real-life work they went through."

The parallel is "the challenges and difficulties we go through in our business to be the best," Mr. De Jesus said (and the ad does incorporate the long-running "Best a Man Can Get" tagline). "It's a very challenging business, and we have to go through some ups and downs to deliver the best razor in the world. We were inspired by that grittiness from the athletes."

Read the full story on Gillette's Olympics ad on Adage.com.

Credits

Date
Jul 13, 2016
Brand:
Gillette
Client:
Gillette
Agency:
Grey-New York
Chief Creative Officer:
Andreas Dahlqvist
Executive Creative Director:
Jeff Stamp
Executive Creative Director:
Leo Savage
Senior Creative Director:
Asan Aslam
Senior Creative Director:
Noah Will
Project Director:
Hank Romero
Project Manager:
Kelsey Longo
Executive Vice President, Director, Broadcast Production:
Bennett McCarroll
Senior Vice President, Director, Integrated Production:
James McPheron
Vice President, Producer:
Katy Hill
Music Supervisor:
Zachary Pollakoff
Production Company:
Caviar Content
Director:
Karim Huu Do
Director, Photography:
Daniel Bouquet
Editor:
Cut + Run
Editor:
Gary Knight
Editor:
Stacy Peterson
Post Production:
The Mill - New York
Music/Sound Design:
Phil Loeb
Sound Engineer:
Phil Loeb
Executive Producer:
Josh Kessler
Company:
Heavy Duty Projects
Principal Talent:
Neymar Da Silva Santos, Jr.
Principal Talent:
Ashton Eaton
Principal Talent:
Ning Zetao
Principal Talent:
Andy Tennant
Musician/Artist:
Sia
Musician/Artist:
Pusha T
Producer:
Ariel Rechtshaid
Percussion:
Olodum
Executive Vice President, Account Director:
Brian Weston
Senior Vice President, Account Director:
Elizabeth Gilchrist
Vice President, Account Director:
Irina Gilbertson
Account Supervisor:
Katie Stirn
Account Supervisor:
Suzi Jump
Senior Account Executive:
John Nelson
Assistant Account Executive:
Wesley Roman
Sound Design:
Q Department

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