P&G’s Gillette brand has rolled out a new campaign featuring Roger Federer. The Swiss tennis champ is touting the Fusion razor’s benefits for sensitive skin, an untimely coincidence given his toppling yesterday at the French Open. The campaign was inspired by Gillette’s recent (and, it says, first for a brand) accreditation by the British Skin Foundation.
In the UK version of the spot, Fed is shown on a grass tennis court, while elsewhere he’s playing on a hard tennis court. Federer previously co-starred in Gillette’s campaigns with disgraced golfer Tiger Woods and footballer Thierry Henry.
James Nunn, P&G grooming brand communications manager, tells Britain’s Marketing Week: “Gillette never stepped away from celebrity brand ambassadors, but we will dial their use up or down depending on the relevance of the campaign.”