Gillette

How Star Wars’ 5 Biggest Brand Partners Activated Around Rogue One

For the second time in as many years, a new Star Wars movie is hitting theaters. This time it's Rogue One: A Star Wars Story, which is striving for a more awkward title than even the prequel trilogy accomplished. The movie's story is … well … it's basically the one told in the opening crawl of the original Star Wars, the one we all started calling Episode IV or "A New Hope" just in the last 15 years or so. Felicity Jones plays Jyn Erso, the daughter of the man who helped design the Death Star, the technical terror that's part of the Empire's master plan to solidify its rule over countless planets. Jyn is a bit of a hellraiser who's recruited by the Rebel Alliance to help steal the plans for the ultimate weapon in the universe. So, she and a ragtag bunch of Rebels go undercover to try to uncover the space station's weak spots. The movie has received a big campaign, with a handful of trailers and plenty of TV spots that show Jyn and her multicultural crew, as well as Ben Mendelsohn as Orsen Kerrick, the Imperial officer they're hoping to foil—and a few hints at involvement by Darth Vader himself. There have also been significant efforts from a core group of five companies who signed on as promotional partners and who have used the movie as a springboard for their own efforts. Let's take a look at what they've been doing:

5 Themes Millennials Should Keep in Mind as They Begin Their Careers

I've been doing a lot of reflecting over the past year. I wrote my first book, Power Your Happy: Work Hard, Play Nice, and Build Your Dream Life, which chronicles my journey toward starting PopSugar.

Ad of the Day: Gillette’s Grand Olympic Spot Takes a Dark Look at Athletes’ Sacrifices

The athletes gathering next month in Rio may be dazzling spectacles of human achievement, but getting there took a lot of ugliness.

Winning Big Without Losing a Single Client, Carat Is Adweek’s U.S. Media Agency of the Year

Apparently, Procter & Gamble likes to keep Doug Ray waiting. But the two always come together in the end.

Global Agency of the Year: Grey’s Work Sparked Cultural Conversations Worldwide

Grey celebrated its performance at the Cannes Lions in June with leather, whips and chains. The WPP Group agency hosted an S&M-themed "Fifty Shades" bash on the roof of the JW Marriott, high above the shimmering Mediterranean.

Havas Worldwide Adds 2 Execs to Double Down on Innovation and Creativity

Havas Worldwide global CEO Andrew Benett's vision for the Havas network in the next five years has a great deal to do with bringing Havas shops from around the world closer together to continuously push boundaries and deliver results for clients.

Gillette Shows Why a Legacy Brand Should Probably Never Troll an Underdog

Dollar Shave Club is known for its ads poking fun at competitors like Schick and Gillette, claiming last month to have become the No. 2 best-selling razor in the U.S. Now, Gillette is fighting back with a rather unorthodox approach: turning negative tweets about the startup into ads.

5 Brilliantly Faked Viral Ads That People Still Keep Thinking Are Real

Sometimes even the smartest people you know can share something fake in social media, and correcting them is one of the few joys of being an ad geek.  We've compiled some viral ads that have proven the test of time by fooling folks into clicking the share button for a surprising number of years the spots were debunked. Check out the stories and learn the agencies behind these durable bits of deception below: 

P&G Shifts Venus, Braun and Art of Shaving Accounts to Grey

Two years after shifting its Gillette business away from BBDO, Procter & Gamble is moving Venus, Braun and Art of Shaving as well, P&G has confirmed. As was the case in 2013, Grey is the beneficiary.

Gillette Innovation Explodes With Iron Man, Hulk, Captain America and Thor Razors

Maybe you've let your beard get a bit grimy—winter did seem to last forever—and you could use a nice, clean shave for spring. But gosh darn it, your beard has gotten too mighty. Could a superhero-infused razor conquer your super masculine mound of face hair? Well, you're in luck: Gillette has partnered with The Avengers' Stark Industries to create four new super-charged razors modeled after Iron Man, Hulk, Captain America and Thor.