Gillette is showing the darker side of the 2016 Olympic Games with its "Prefect Isn't Pretty" campaign that focuses on the hard, unrelenting work Olympic athletes put in every day.
Developed with agency Grey New York, the concept stars Gillette’s global roster of athlete ambassadors, including Ashton Eaton (USA, Decathlon), Neymar Jr. (Brazil, Soccer), Ning Zetao (China, Freestyle Swimming) and Andy Tennant (Great Britain, Team Pursuit Cycling).
The creative finds each demonstrating their training process and the dedication it requires to make it to Rio. Gillette links this dedication and inspiration to its Fusion ProShield razor by showing "there are no shortcuts to perfection, but with precision, your best is within your grasp." An original track, written by singer Sia, called “Unstoppable,” is featured as well as an original rap from Pusha T of the duo, Clipse, and percussion from Brazil marching band, Olodum.
“Our film and the accompanying soundtrack shows how Olympic athletes directly inspire us as a global brand to keep chasing perfection, no matter how tough the road can be – because it takes the athletes’ best to reach the Olympic Games and our best to create the world’s most precise razor, the Fusion ProShield," stated Carlos De Jesus, North American shave care brand director, Gillette.
A :60 version will appear during the opening ceremonies on NBC August 5. There is a three-minute music video that lives on Gillette's YouTube page and @Gillette Twitter account. The track will also be streamed across Spotify, Apple Music and SoundCloud.