Ad of the Day: Behind the scenes at Gillette's chaotic Justice League razor R&D centre

As DC Comics' mightiest heroes assemble to combat a cosmic threat to Earth in the upcoming Justice League movie, Gillette’s R&D facility is hard-at-work developing advanced grooming gear suitable for the titans.

A tongue-in-cheek ad campaign called ‘The Best a Super Hero Can Get’ saw Gillette team up with Warner Bros to develop razors suitable for each of the League’s characters across the men and women’s range.

Additional to this activity, six themed gift packs, based on Batman, Wonder Woman, The Flash, Aquaman, and Cyborg, will no doubt be filling Christmas stockings during the holiday season.

Without referencing Superman actor Henry Cavill’s on-set facial hair issues, the witty campaign integrates Gillette’s shaving call to action with the Justice League brand in a video that adds value for fans, and as a result, is highly shareable.

The 69-second ad asks questions like, how can you develop a razor for a man who has a gadget for every situation (the answer was paint it black), and how can Atlanteans shave in salt water without getting irritated?

Gillette’s activation in the space is reminiscent of a similar superhero drive it conducted with Marvel’s characters, coinciding with the Avengers 2: Age of Ultron. Accompanying the drive, it rebranded the company as Stark Industries.

Further helping the campaign resonate is a Justice League virtual reality experience, available on the Google Play and App Store. There's also a playable demo accessible on desktop and mobile here.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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