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.

BRAND: Gillette

YEAR: 2006

AGENCY: BBDO

SUPERBOWL: XL

QUARTER AIRED: Q2