Music Stars, ‘Uncut,’ for Gillette

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 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, 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.

See also:

“Music Goes Commercial”

“Sweet Harmony for Brands, Musicians”