Gillette’s Action Spot & Style Tweet ‘Bond Moments’ Activate SPECTRE Tie-In

Ian Fleming ‘Lives’ in Gillette’s Action-Packed ‘Spectre’ Ad

In an attempt to ‘bring out the 007 in you’, Gillette’s action-packed SPECTRE campaign brings Bond author Ian Fleming back to life.

The creative approach is inspired by James Bond creator Fleming and the promotional activity uses the author’s owned words as its foundation.

Quotes describing the ultimate ‘Bond Moment’ are present throughout the multi-channel campaign that spans TV, online, in-print and in-store work.

It is spearheaded by a classic Bond style spot that aims to link the secret agent action to the precision of its men’s personal care brand.

Developed with Grey New York and directed by Adam Berg (of Smuggler), it features a smartly-dressed Bond-like man of action leaping from a plane, racing a motorcycle and taking on bad guys.

And amidst the action are some of Fleming’s most famous lines – such as ‘You only live twice. Once when you’re born, and once when you look death in the face’.

This film comes in both a long form, one-minute 40-second ‘Never so no to adventure, always say yes’ film,

and an edited down, 40-second TV version ‘I Observe Things’ shaving focused spot

The ‘Bond Moments’ campaign also features a set of Gillette tools that are designed to help men create their very own ‘Bond moments’.

Gillette has also linked with the costume designer of SPECTRE (and Skyfall) Jany Temimeto provide style tips for men across the brand’s social platforms.

On 10 October Temime took the helm of the P&Ggroomings Twitter account to provide confidence-boosting pointers and answer questions on how men can create individual fashion-driven moments for themselves.

Consumers and Bond admirers are invited to share their own ‘Bond moments’ by using #BondMoments.

I’m Jany Temime, costume designer for #SPECTRE. In the next hour I’ll share tips to help you prepare for #BondMoments pic.twitter.com/YCNZAnU37Z

— Gillette (@Gillette) October 10, 2015

Clothing should feed the senses. Clothing should be soft. Look pulled together & accentuate your assets. #BondMoments -JT

— Gillette (@Gillette) October 10, 2015

‘Just like Bond, men look and feel their best when they are properly prepared for any situation that comes their way. By partnering with Spectre, Jany Temime, and The Fleming Estate, Gillette is showcasing the precise tools, skills, and preparation men need to be ready for their Bond Moments,’ says Gilette Global VP John Mang.

Leading Gillette’s limited edition Bond product line-up is a SPECTRE Fusion ProGlide razor with FlexBall Technology gift pack and, working in tandem with PR and activation agency H+K Strategies, the tie-in product has generated a wealth of media coverage including featuring on T3.com, FHM.com and GT.co.uk.

Comment

The SPECTRE tie-in campaigns just keep on coming.

The Gillette campaign breaks a week after fellow film partners Heineken (see case study), Sony (see case study) and Belvedere (see case study) fired the starting gun on their own SPECTRE sponsorship campaign.

The EON Productions film by Albert R. Broccoli in partnership with Metro-Goldwyn-Mayer Studios and Sony Pictures Entertainment will be released in the UK on 26 October.

Links

Gillette YouTube:

http://www.youtube.com/subscription_c…

Gillette Website:

http://www.gillette.com/

Gillette Facebook:

http://www.facebook.com/gillette

Gillette Twitter:

http://www.twitter.com/gillette

SPECTRE Website:

http://www.007.com/

http://www.sonypictures.com/movies/spectre/