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.