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Gillette today debuts a 15-second spot for its Soft & Dri anti-perspirants and deodorants titled “Boot Camp.” The ad, from BBDO in New York, features camouflage-clad women in a military setting and mixes Army-style drills with synchronized dance. The tagline: “Strong & beautiful, just like you.”
The execution will air on “Dawson’s Creek,” “Buffy the Vampire Slayer” and elsewhere in an attempt to reach women between the ages of 12 and 24. Similarly themed print ads will appear in September issues of “CosmoGirl,” “Self” and “People.”
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