Gillette Fusion Gears Up
Brand: Gillette Fusion
Execution: TV
Link: Click Here
Target: Power-oriented Men
Reviewer: David
Rating: **
Description:
This is a preview ad for the Gillette Fusion in typical Gillette style. The spot opens with the new Fusion logo spinning slowly with the tagline “The Future is Fusion” underneath. Then we see a sleek-looking helicopter flying towards a secret laboratory in the middle of the desert. Two scientists enter the lab as the voiceover says “The Time has Come. The Evolution Complete. And the Future is About to Begin.” After another shot of the logo, we see close up shots of the scientists as they are granted access to the inner sanctum. Then they inject the fusion cannisters into the core of the reactor (we suppose.) Another spinning logo shot and the voiceover saying “Gillette Fusion.” The spot ends with “Coming 2-05-06,” under the logo.
What Works:
This spot has very good branding, due to the repeated use of the logo and the establishing shot showing both the logo and tagline “The Future is Fusion.” In fact, the clever choice of inverting the tagline to the beginning of the spot is the only thing that keeps this spot from being utterly confusing (although naming this post “Fusion Confusion” might have been nice).
The CGI graphic animation is top-notch. Everything about this spot says slick, slick, slick.
And we get the message. That five-bladed razor is coming in February.
What Doesn’t:
Don’t blame the agency (BBDO). This spot literally dizzies us with overwhelming graphics and quick cuts. And it screams ‘Terminator IV’. The testosterone drips from every frame of this lavishly produces spot. We get the sense that Gillette does not so much want to shave our face as annihilate each individual hair. And we are scared. Very, very scared.
Branding Bottom Line:
This advertising blog can hardly wait for the Fusion to launch and James Cameron to direct the ads.
February 7th, 2006 at 6:35 am
The Gillette advertising style has come to an end with this spot. What more egoism is possible? This spot is only about the showcasing the dominance of Gillette and spending money in production than anything else. I mean who cares about this spot? What is in it for me the viewer? I never thought I would say this but I am actually looking forward to the P&G team correcting this Macho advertising. At least we will hear why we need this product…
February 9th, 2006 at 12:26 am
I have tried the new Gillette Fusion. It is way over rated. It took me about three times longer to get a close shave. The single blade on the backside doesn't work at all. I had to finish the job with an old fashioned 2-blabe because Fusion just didn't cut it. Two blade disposables work better.