Gillette Fusion Ad Campaign Kicks off at Super Bowl XL

Procter & Gamble deemed Super Bowl XL -- the most-watched sporting event of the year -- as the perfect venue for the debut of its multi-million dollar advertising campaign for Gillette's revolutionary wet shaving systems for men, Gillette Fusion and Gillette Fusion Power. "Gillette Fusion and Fusion Power represent the next generation in shaving, and Super Bowl XL is the ideal vehicle to introduce men to these outstanding new products," says Peter K. Hoffman, president, Global Grooming, Procter & Gamble. "The combination of the Super Bowl and our breakthrough shaving systems truly personifies the best a man can get." Sporting that classic slogan, "The Best a Man Can Get", the campaign, created by BBDO New York, dramatizes the combination of a five-blade Shaving Surface technology on the front of the cartridge with a Precision Trimmer blade on the back. Thirty-second and 60-second spots featuring advanced computer animation, combined with photographic images shot on location in the Mojave Desert, entertained viewers during the game. Post Super Bowl, the campaign will roll out across television, print and online media throughout 2006. Look for ads during network and cable shows such as "Lost" and "24", during Daytona 500 and the Olympics, and in print publications such as in Sports Illustrated, Esquire, ESPN, Rolling Stone and Men's Health.