Gillette Fusion TVC

The best a man can get. This tagline has been used by Gillette for ages. It's a brilliant tagline that spells out the leadership (and it is the leader in disposable razor) as well as its commitment to providing innovative products (although the 5+1 blade idea is "marginalized" as discussed in my previous post). I showed this TVC to my students the other day. The first reaction was "wow! They are so rich". Of course P&G is rich but in fact it is an example of good practice of using celebrities : having the celebrities to actually demonstrate the use of the product. Sound so common sense, right ? The ironic thing is that it is missing in many ads out there ... So if you sell drinks, show drinking shots. If you sell pizzas, show the tasty bite. Don't be kidded by your agency that that's not cool.

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