By Tony Connelly | Sports Marketing Reporter

February 1, 2017 | 2 min read

Gillette is leveraging the nostalgia of previous British & Irish Lions tours as it looks to build excitement for the rugby union team’s 2017 tour.

The 60-second ‘The Honest Player’ film celebrates Gillette’s partnership with the Lions and marks the launch of the brand’s campaign for the upcoming tour in New Zealand which will take place between 3 June and 8 July.

The film, developed by Grey London and produced by Believe Media, will air on TV for the first time during the half-time interval of the Six Nations clash between England and France this Saturday (4 February).

It features Welsh international and British & Irish Lions player, George North, training with a voiceover taken directly from Jim Telfer’s inspirational speech during the Lions’ 1997 tour of South Africa in which he says "the gloves are off, it's bare knuckle stuff and only at the end of the day will the man who is standing on his feet win the final battle".

Matt Thomas, Gillette and Venus brand manager, said: “The moments of self-reflection men have in front of the mirror each morning help give perspective on how to keep better themselves every day. The partnership with the British & Irish Lions is something we’re very proud of and we feel “The Honest Player” film helps bring these moments to life in a rugby context.”

Gillette will support the sponsorship across all major UK retailers with a competition offering consumers the chance to win a trip to New Zealand to watch the Lions.

Earlier this week the Procter & Gamble-owned brand added to its sports sponsorships portfolio after announcing a new esports partnership with global ESL.

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