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01/4 2011

Ray Rice, Matt Ryan In New Gillette Young Guns Campaign That’s “As Smooth As A Whistle”

Posted by Dan Levy.

The perks of being part of Team Gillette…here’s some EXCLUSIVE (!!!) behind-the-scenes video of Ray Rice and Matt Ryan in the new Gillette Young Guns ad campaign that drops during Wild Card Weekend. Want to hear Ray Rice hum the Rocky theme and tell a fake press conference audience that his face is “smooth as a whistle?” Well, now you can.

Oh, the release:

MATT RYAN, RAY RICE, EVAN LONGORIA, CARLOS GONZALEZ,
DENNY HAMLIN, KYLE BUSCH NAMED TO 2011 CLASS OF GILLETTE YOUNG GUNS

Gillette Young Guns Adds Professional Football and Baseball Players to North America Roster

BOSTON, December 31, 2010 — Gillette [PG] today announced the launch of its expanded Gillette Young Guns program by unveiling the 2011 roster of six rising stars in their respective sports: Matt Ryan and Ray Rice from football, Evan Longoria and Carlos González from baseball and Denny Hamlin and Kyle Busch from auto racing.

Gillette Young Guns is a sports marketing platform connecting Gillette’s full line of grooming products with avid sports fans in North America. The program highlights up-and-coming stars and gives fans an in-depth look into the keys to their success both on and off the field. The Gillette Young Guns will appear in print and broadcast advertising, consumer promotions, point-of-sale materials, online and public relations activities.

Look, anyone who knows me at all knows how much I love (read: love) Ray Rice, so it’s particularly cool for me to be able to promote the fact that Rice is one of the players in this campaign. We’re on the same team again!

Anyway, Rice sure as heck has the personality — and playing ability — to be a star in the league for a long time. As for Matty Ice…dude seems intense in some of those clips, no? Either way, Gillette picked two pretty good footballers for their “Be Ready” campaign.

I can’t show you the baseball video, but I can tell you I saw has some pretty sweet footage of Evan Longoria in front of a driveway full of (what do the kids call them these days) whips. Oh, and he’s shaving in a few scenes, too.

Here are some outtakes of the other video that I can share (note: it has some of the same footage to start, but there’s other stuff at the end).

Look for the actual commercial to drop later in the week. By the way, think of the marketing potential of having Rice and Ice on the same campaign. Endless. Well, maybe not endless, but at least they’re perfectly set up for a mock buddy-cop flick where the two throw footballs at bad guys and end up smelling great as the credits roll.

Wait, why am I giving them free ideas, again?

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Posted on January 4, 2011 at 1:51PM
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  1. irene dickey
    01/4 2011

    Do you know the agency that developed this?
    Great ideas by the way!