BBDO Primes “Venus” Campaign for Gillette

Gillette is preparing to break a $150 million global push for its Gillette for Women Venus shaving system with a slew of 30- and 15-second spots due in April from lead agency BBDO.

Ads for the Boston-based shaving giant are intended to encourage consumers to try the Venus razor, and employs the theme “Reveal the goddess in you.” Ads are slated to break April 2 in the U.S. and April 9 in Europe, though the campaign will be previewed during the E! network’s Academy Awards special on March 29. Print ads as well as in-store executions and mobile marketing efforts are also planned.

Spots from New York’s BBDO employ Bananarama’s ’80s dance hit “Venus.” They also feature, according to a Gillette statement, “an army of smooth-skinned, bathing suited women [which] reinforces the notion of the beach as the ultimate testing ground for great looking legs.”

Spots will air during such prime-time fare as Ally McBeal and Will & Grace. Print will run in Vogue, InStyle, Cosmopolitan and elsewhere.

The triple-blade Venus razor retails for $7-8.