Gillette has unveiled a new Olympics-themed marketing campaign that focuses on the importance of precision in both life and shaving. The razor maker's new anthem commercial, "By a Hair," will begin
airing Friday night.“In sports, precision can ultimately determine between a win and a loss. It comes down to tenths of a second or fractions of an inch applied at the right
angle,” said U.S. Olympic silver medalist and Gillette spokesman Ryan Suter, in a statement. “Precision gives you that competitive edge you need to go for gold.”
“The new campaign commemorates the precise details that help men to reach their best no matter what that moment is,” said John Mang, Gillette's global vice
president. “In life and in shaving, a millimeter makes all the difference. That's why we have spent the last 110 years refining and engineering down to the microscopic
razor’s edge to give men the advantage of precision.”
In conjunction with the campaign, Gillette is urging Olympics viewers to tweet their favorite "by a hair" moments
from the Sochi Games using the Twitter handle @Gillette and the hashtag #BYAHAIR.
Based in Boston, Gillette is a division of Procter & Gamble.