Black Eyed Peas’ will.i.am, Tim McGraw, Mark Hoppus of Blink-182 and the All-American Rejects will be featured in the upcoming Gillette Uncut campaign which will include a series of digital documentary short films on the artists.
The Gillette Uncut series was shot by filmmaker-photographer Danny Clinch and offers a look at what goes through artists’ heads just before they hit the stage. The series will premiere later this month at Shavelikearockstar.com. Trailers are live now.
“Gillette Uncut shows a side of artists that’s rarely, if ever, seen: Going backstage to show how they prepare, including styling and grooming, and the moments of doubt they experience before taking the stage,” said Steve Fund, Gillette global marketing director, in a statement.
Gillette worked with Greenlight Media & Marketing–run by Coran Capshaw, Dominic Sandifer and Bruce Flohr–on securing talent for the campaign.
In addition to the Gillette Uncut series, the “Shave Like a Rock Star”–a series of tongue-in-cheek shaving tutorials hosted by each artist–will also launch. “Shave Like a Rock Star” will be integrated on Gillette’s Web site in conjunction with the Gillette Uncut launch in late January. The campaign will be supported on TV, in print and online.