- Elaine Wong

NEW YORK Procter & Gamble has introduced two new razors under the Gillette Fusion line, and is promoting the launch in a campaign starring Atlanta Falcons’ quarterback Matt Ryan.

Ads for the new razors -- Gillette Fusion MVP and Gillette Fusion Power MVP -- are running on network and cable TV, starting today.

They feature the League’s 24-year-old 2008 rookie of the year, who confronts different extremes of the football field -- from mud-splattering collisions to brutal winter conditions. “My face takes enough abuse. That’s why I use Gillette Fusion for my sensitive skin,” he says.

The commercials go on to describe how Fusion’s five-blade shaving surface technology keeps Ryan looking his best until the next game. “Fusion: Proven performance on sensitive skin,” Ryan says in the closing shot. Omnicom’s BBDO, New York, is Gillette's lead agency.

The campaign is part of P&G’s ongoing, multi-year partnership with the NFL, which allows the packaged goods giant to print the logo, “Official Locker Room Product of the NFL” on select products, including Head & Shoulders shampoo and Old Spice deodorants.


Nielsen Business Media