Gillette - Reinvented

February 05, 2006 | 1:00

Procter & Gamble's Gillette used the big stage of Super Bowl XL in 2006 to kick off its ad campaign for Fusion, a five-bladed, lubricated razor with yet another blade on the back. The minute-long commercial via Super Bowl stalwart BBDO was partly shot on location in the Mojave Desert, chosen for its non-lubricated environs, with particle accelerator imagery added to suggest cool scientific innovation.

Gillette and BBDO previously ran big-game ads in years including 1993 ("All the Men," "SensorExcel Launch") and 1990 ("Sensor Launch"), when the number of blades remained a minimalist two.

Director: Michael Karbelnikoff. Production company: HKM Productions. 

Chief creative officer: David Lubars. Executive producer: John Lacey. Copywriter: Al Merrin. Art directors: Richard Sabean. Editorial: Charlex.

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  • BrandGillette
  • Year2006
  • AgencyBBDO
  • Superbowl #XL
  • Quarter airedQ2