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.
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.
QUARTER AIRED: Q2