I want to meet the person at BBDO who sold this to Gillette. Seriously. I do. Because if they can sell this, they can sell anything. They can sell peace to the middle east. They can sell a pro choice candidate to the religious right. They can sell newspapers in a digital world.
Clearly BBDO is out of ideas as to how to use Gillette’s three athletic endorsers. Three of the highest paid athletes in their sports who are no doubt costing Gillette a pretty penny. And when BBDO runs out of ideas…they license. They throw famous people at you…and licensed music, and an homage to Saturday Night Fever and they hope you’ll forget that this is supposed to be an ad for Gillette Fusion and think it’s something else. Maybe something from SNL or Funny or Die or even Life on Mars. Anything but what it’s supposed to be. Because it’s supposed to be an ad, which is the one thing it is clearly not.