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For the first time since 2006, Gillette is running a commercial in the Super Bowl.
The 30-second ad will focus on the GilletteLabs With Exfoliating Bar, a razor that debuted in November. The personal care brand, owned by Procter & Gamble, partnered with Grey Advertising to produce the spot, scheduled to air during the second quarter.
“Our ad is straightforward, but the innovation is not,” said Mariana McQuattie, svp of P&G’s grooming segment in North America. “We believe strongly in the product and want it to be the star of the ad.”
The Super Bowl buy comes as manual razor sales have suffered
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