beauty

With Venus, P&G Starts Fanning Olympic Flames

With less than 100 days to start of the Rio Summer Olympic games, Procter & Gamble is firing up its fan appeal, including a new push for Gillette’s Venus brand and a new tear-jerker aimed at moms.

Fan favorite Gabby Douglas, who made gymnastic history back in 2012 as the first African-American ever to win gold for individual all-around performance, has signed up to flex for Gillette Venus Swirl. P&G calls it its most advanced razor, with “multi-dimensional movement around all of women’s tricky areas.”

Hopes are running especially high for Douglas: If she wins the all-around again, it will mark the first back-to-back gold for a gymnast since 1968. (Women’s gymnastics are always a hit with viewers, and Under Armour’s Rule Yourself, featuring Team USA, has already become a viral hit.) Gillette is promoting the campaign with a #MovesLikeNoOther hashtag on social media.m

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And building on the immense popularity of its previous “Thank You, Mom” Olympic campaigns, the company has unleashed Strong, a powerful new two-minute commercial that visualizes all the ways mothers lend courage to frightened kids (even when they grow up to be Olympians.) Wieden + Kennedy in Portland is the ad agency,

Gillette kicked off its new Olympic spot, Perfect isn’t pretty, which supports its Fusion ProShield, earlier this month, and P&G it will begin announcing more ads in the weeks ahead.

Meanwhile, while Rio may be struggling to get ready for the Olympics while also trying to impeach a president, corral a massive corruption scandal and figure out the Zika virus, Comcast says advertising is coming on strong. Last month, it announced that NBC Olympics had topped $1 billion in sales four months earlier than the London 2012 Olympics, and said the summer games are on pace to score the most national advertising sales ever, and the most by any network for any media event in U.S. history.

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