New Zealand’s favourite Hollywood teen superstar (now 20), Julian Dennison, and world-famous Australian cricketing hero, Pat Cummins, spar like pros in Gillette’s new campaign by Havas Sports & Entertainment (HSE). Yes, there are some clunky product moments, sigh, but the combination – or rather, collision – is great fun. The new Gillette spots imagine Dennison as Gillette’s self-proclaimed ‘new supermodel’ who is incessantly bugging Cummins via comedically ill-timed Facetime calls.
“Our ECD & team decided to riff on a common comedic trope,” explained Francis Coady, chief marketing officer & executive producer at Havas Media/HSE. “Namely, the over-eager student versus the reluctant mentor; and while it’s all very ‘meta’, all three TVCs came out very funny in the end.”
“The rationale was that with two different razors, we needed two equally different stars,” stated Mat Robinson, brand director, Gillette ANZ, explained. “It was, in many ways, a tough brief for HSE. We had a cricketer and a comedian, each representing two different Gillette products, and we needed it to work across a 30-second and two 15-second spots. Pat was to be the face of the Gillette ProGlide razor, while Julian was to represent Gillette SkinGuard. Importantly, we had to dial up each razor’s differing product benefits while still using humour and connecting to the brand’s target audience.
“We’re confident Gillette consumers are going to love the chemistry that was captured between Pat and Julian.”
The campaign’s three TVCs were shot across different countries at different times and the three spots will feature across the commercial television networks and online throughout Australia and New Zealand from March 2022.
Credits
Client: Gillette
Gillette APAC & Category Head: Karthik Srivatsan
Gillette Brand Director: Mathew Robinson
Gillette & Venus Senior Brand Manager: Rachel Morota Chu
Gillette Production Director: Syamin Arif
Agency: Havas Sports & Entertainment (A Division Of Havas Media Group)
Chief Marketing Officer & Executive Producer: Francis Coady
Executive Creative Director, Scriptwriter: Nick Snelling
Head of Content: Belinda Miller
Senior Account Director & Producer: Patrick Millington Buck
Director: Zak Kaczmarek
Production (Australia): Chisel
Line Production (New Zealand): Reel Factory
