In 1993, Gillette and BBDO devoted 60 of Super bowl air time to this multi-product anthem to men and grooming. The spot introduces the Gillette Series, a line of 14 products spanning shaving and deodorants, using its "The Best a Man Can Get" theme, which debuted in 1989's Super Bowl XXIII to promote the Altria razor.
"All the Men" was accompanied in Super Bowl XXVII by a 30-second ad focused on a single product ("SensorExcel Launch").
Gillette told The New York Times that prior experience in the Super Bowl fueled its decision to return in 1993:
Peter K. Hoffman, vice president of business management at the Gillette Company's North Atlantic Group in Boston, said, "We launched the Gillette Sensor razor on the Super Bowl in January 1990, and Sensor has been the most successful new razor in the company's history.
"So for us the Super Bowl is the keynote part of our launch plan for the Gillette Series," he added ...
Gillette and BBDO would use Super Bowl XL in 2006 to start their drive for Fusion, a five-bladed, lubricated razor with still another blade on the back ("Reinvented").
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