With the Rio Olympics just four months away top partner Procter & Gamble has stepped up its Olympic marketing push with the launch of a new campaign featuring its global roster of athletes including Brazilian superstar Neymar Jr.
P&G’s Gillette brand launched a new ‘Perfect isn’t Pretty’ campaign which showcases its new team of brand ambassadors for the first time.
The 30 spot is fronted by Brazilian football captain and Barcelona forward Neymar Jr. alongside reigning Decathlon Olympic champion Ashton Eaton , Asian 100-meter freestyle record holder Ning Zetao and Great Britain cyclist Andy Tenant.
The first instalment in the campaign looks at the arduous training which the athletes undertake in their pursuit of representing their country in the Olympics. As the campaign unfolds Gillette will focus on the challenges and hardships its athletes face during their intensive training in preparation for the Olympic Games.
“At Gillette we understand that the journey towards precision is long, and often overlooked in favor of the end result,” said Kurt Iverson, communications leader of Gillette North America.
“We’re proud of the razors that we design and manufacture because we understand that behind every great shave was years of precise engineering. The same is true for athletes preparing for the Olympic Games.”
P&G joins a roster of other top brands that are reported to pay upwards of $1bn per each four-year Olympiad period.