Gillette and longtime agency BBDO New York, part of the Omnicom Group, lift up viewers with the new "The Best a Man Can Get" anthem as they pitch the Altra Plus.
The minute-long buy in Super Bowl XXIII, where NBC was averaging $675,000 for 30 seconds of ad time, was only part of a $70 million-to-$80 million year-long ad Altra Plus campaign in 17 countries. The push was designed to protect Altra amid a rise of competition from disposable blades.
Gillette and BBDO used the following Super Bowl, however, to introduce a new brand ("Sensor Launch").
Although Gillette was the 800-pound gorilla of shaving in the Super Bowl as the years went on, it wasn't the only brand in the category to take advertising's biggest stage. Super Bowl 50, for example, saw entries not only from Schick ("Robot Razors") but Dollar Shave Club ("Zeke").