Music and Brands leave "Gillette Uncut'

We see it all of the time, new artists getting their debuts on TV commercials. Sometimes you may not even realize the product being advertised until you realize that you really like the song playing in the background. After hearing the audio of that ad a few times, you decide you have to find that song. That’s when you pay attention to the product even if it is only for the purposes of Googling “song from macbook air commercial” to find the title and artist ‘New Soul’ by Yael Naim. As music becomes exponentially more important in our lives, we see a development in the world of Branded Entertainment. Because artists have such strong emotional connections to its fans, brands are looking to use these artists to create that same strong emotional connection between the brand and the consumer. Gillette is tapping into this idea of ‘Bands & Brands’ as Mike Tunnicliffe , a brands and music expert who was noted “one of the top 1000 most influential people in global advertising and marketing”, descirbes these ad ventures in his blog. Gillette is launching a new campaign “Shave like a Rockstar” partnering up with artists such as Black Eyed Peas, Tim McGraw, All-American Rejects, and Blink 182 to promote Gillette razors through a non-traditional campaign of a series of digital documentary short films entitled Gillette Uncut where the artist will be shown backstage going through their routines before they perform. These documentaries will also show the artists giving advice on shaving using their own techniques. When these shorts are supplemented by Gillette broadcast and print ads, who knows how effective the campaign will be. I think Gillette is destined for success. The variety of artists appeal to all segments of their market. The title of the series Gillette Uncut appeals to the idea of a quality razor and getting to know the insider info about the brand as well as these popular artists.