Gillette Powers M3P Campaign

BOSTON Gillette has unveiled an ad campaign to support its new M3Power shaving system for men, which is due to hit stores May 24.

The creative, via Omnicom Group’s BBDO, New York, will include TV and print. Point-of-purchase and Internet support. Tag continues, “The best a man can get.”

A 30-second spot debuts this week on network and cable. Print will appear in ESPN Magazine, Maxim, Men’s Journal and Sports Illustrated beginning with June issues. Two Nascar-themed ads featuring the Gillette Young Guns also are in development.

Creative illustrates how the razor’s internal motor sends “micro-pulses to the new, patented PowerGlide blades, resulting in the closest shave ever,” per the Boston-based company.

—Brandweek staff report