Gillette Co. ran two ads in Super Bowl XXIV to introduce its new Sensor line, accompanied in this spot via BBDO New York by the still-young, to-become-iconic "The Best a Man Can Get" theme.

The company had only introduced "The Best a Man Can Get" in the 1989 Super Bowl ("The Best a Man Can Get"), but made followed up in a big way, making it an earworm in countries through North America and Europe.

In 1990, Gillettte used the Super Bowl again to begin a big campaign, here revealing the Sensor, whose mere two blades would look quaint later but seemed advanced for 1990. Its tech also included "responsive springs." In a foreshadowing of the elaborate campaigns for Super Bowl ads that would characterize later decades, this spot was preceded since October 1989 by teaser ads promising "Gillette is about to change the way men shave forever." 

This time the game-day ad kicked off a $175 million worldwide Sensor campaign, Gillette's first truly global product pitch. The push generated enough sales that Gillette said in April 1990 that it was yanking ads because it couldn't keep up with demand.

Two years later, Gillette was back in the Super Bowl, bringing America news of a new shaving tool, a dual-blade razor that complemented the springs with "micro fins" ("SensorExcel Launch").

BRAND: Gillette

YEAR: 1990

AGENCY: BBDO

SUPERBOWL: XXIV