Gillette kicks off first NFL live broadcast mixed-reality commercial

Dive Brief:

• Procter & Gamble’s Gillette will host the NFL’s first live broadcast mixed-reality commercial today (Oct. 24) in an effort to promote its new GilletteLabs with Exfoliating Bar product, according to information shared with Marketing Dive.
• During tonight’s game between the Chicago Bears and the New England Patriots, Gillette Stadium will become GilletteLabs Stadium and the new razor will be built in front of viewers. Media shared with Marketing Dive showed mascot Pat the Patriot flipping an oversized switch, lighting up the stadium in the brand’s neon green color.
• Gillette is merging virtual and in-person activations while showcasing a premium product. The effort, which was developed with The Kraft Group, builds on P&G’s multichannel #TeamSmooth vs. #TeamStyled campaign.

Dive Insight:

In-person brand activations are making a comeback as consumers return to real-world venues with greater openness to hybrid experiences. Gillette’s mixed-reality play ties into that trend while providing a virtual extension that lights up a stadium in green and features participation from the home team’s mascot. At-home viewers can see the activation in action during ESPN’s broadcast of “Monday Night Football,” just prior to kickoff. 

Layering in an interactive element gives the commercial the feeling of a show and promotes the grooming company’s latest high-tech product in a high-tech way. Additionally, the experience previews future renovations coming to Gillette Stadium. GilletteLabs is a line of heatable razors ranging from $150 to $170 and featuring exfoliating bar blades, a new accessory.

“[The mixed reality commercial] is a way for us to showcase how GilletteLabs is truly at the forefront of innovation and technology for men’s grooming, not only with our products, but also with our marketing efforts,” said John Claughton, vice president of grooming at Gillette North America, in a press statement.

In the spring, Chipotle ran a mixed-reality ad with the Colorado Avalanche NHL team. Displayed on the Jumbotron, the spot depicted a Chipotle-branded Zamboni bringing out a massive burrito bowl onto the ice.

Gillette’s activation comes as competition in the shaving space remains sharp, with direct-to-consumer brands like Dollar Shave Club and Harry’s attracting consumers. The GilletteLabs push could also reflect P&G’s attempt to address a growing interest in luxury products despite inflation and economic concerns.