Gillette brings new razor to life with 3D billboard ad fronted by Raheem Sterling
Gillette is the latest brand to take over the Piccadilly Lights advertising space in central London to launch its new razor.
Featuring global ambassador Raheem Sterling, the 3D billboard ad shows the exfoliating razor jumping out of the screen towards the viewer below.
The campaign marks Gillette’s biggest launch to date, which also includes a national TV advert starring Sterling alongside digital content from the some of the UK’s biggest creators, a Gillette Labs takeover of Gillette Soccer Saturday, as well as painting some of the UK’s best-known urban advertising spaces black and neon green in line with the razor’s visual identity.
“The hype for this razor has been incredible. Over 100,000 people signed up to the waitlist before it even launched, so now seeing it in 3D on one of London’s best-known spots has really hit home the scale of this campaign,” said Callum Wood, brand director at Gillette.
“The razor is all about removing the effort from guys’ grooming routines and, alongside Raheem Sterling as face of the campaign, we’ve been helping them get into their flow and make mornings more effortless. There’s much more still to come.”
The activity by Gillette is the latest in a series of popular 3D billboards by mainstream brands. Nike’s 3D activation in Tokyo’s Shinjuku area made waves online this week.