Gillette 'ProGlide challenge' by BBDO New York

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Gillette is launching the Fusion ProGlide razor with an ad that features rugby stars Jonny Wilkinson and Brian O'Driscoll.

The ad is part of a teaser campaign for the upcoming launch of Gillette Fusion ProGlide on the 25th January, with Wilkinson and O’Driscoll challenging male members of the public to take the ProGlide Challenge,  with seven hidden cameras capturing the stunned reactions ranging from the startled to the euphoric.

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Released: 04 January 2011

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Credits

Project name

Gillette Fusion Proglide Challenge

Client

Andrew VonHirschberg – Brand Operations Integration Manager

Brief  

Get people to take the Proglide Challenge

Creative agency

BBDO New York

Copywriter

Brett James, Mark Fairbanks

Art director

Alan Foster

Planner

James Miller

Media agency

Starcom Mediavest

Media planner 

Phil Price

Production company

Academy

Director

Peter Cattaneo

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