Gillette showcases stadium reno, razor with mixed reality segment during ‘MNF’

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Monday October 24th A mixed reality ad for Gillette was shown to television viewers at the 2022 Chicago Bears-New England Patriots game. Virtual structural elements and a giant razor were shown to viewers in virtual space.

The piece was designed to showcase Gillette’s men’s razors with an exfoliating feature that is part of the GilletteLabs brand.

The Patriot’s mascot, Patriot, entered the room, entered somewhere inside the stadium, and flipped a giant switch that “activated” the mixed reality element of the ad.

At this time, Before the camera pans out, the scene shifts to the field as the bright green wireframe animation used to “build” the large tower that spans the width of the stadium’s north side.

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In an interesting twist, This mixed reality element is actually a preview of what’s to come in real life — the Patriots are undergoing a $225 million renovation to include a 22,000-square-foot video board and a 220-foot-tall lighthouse. A nod to an existing smaller feature near the gym’s entrance.


Unreal is the lighthouse’s ability to shoot a green beam onto the field; The razor blade was to reveal the magnetic base of the lighthouse, which formed a circular disc that spun like a coin.

After that, artificial pieces of giant razor blades flew up from the northern side of the field, some growing into a full-fledged form of 3D razor blades, while others grew with connections. The program focuses on the “exfoliating bar” under the blades, thanks to its bright green color and some glowing effects.

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The product does not include voice or narration that relies on background music and physical action on screen to show the product, which has the advantage of being fairly explanatory.

Advertising

The design scheme was designed in an attempt to bring more focus to the advertiser’s message by making it feel more like a part of the game.

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In this mixed reality episode, the NFL, Gillette (a division of Proctor and Gamble); Created in partnership with Future Group virtual production company and The Kraft Group, a sports marketing and merchandising company owned by Patriot’s owner Robert Kraft.

Gillette has had the naming rights to the arena since 2002, and recently signed a contract to extend it until 2031.

Once it opens for the 2023 season, the stadium will be renamed GilletteLabs Stadium.

In 2016, NBC added a giant Amazon Echo to the ice rink at Rockefeller Plaza during its election coverage, and other brands and chains have tested similar pieces in subsequent years.



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