Creativity

Clay Matthews' Face Goes Through Hell and Back in New Gillette Spot

Grey N.Y. and Mark Romanek Make Football Player Look like a Superhero

Published on Nov 19, 2013

Editor's Pick

A man's face goes through sleet, slow, heat and more, and its ability to withstand those conditions is, on some level, the mark of the man himself. Grey N.Y. takes that conceit and executes it perfectly, in this new spot for Gillette's Fusion ProGlide.

Anonymous Content's Mark Romanek captures football star Clay Matthew's face with his trademark dark, artistic flair, making the athlete look almost otherworldly as he's battered by harsh weather conditions, and at one point, mud. In some scenes, he looks more X-men than pro-athlete. "When I'm Small" by Phantogram provides the background music.

We've seen a similar idea before, but not demonstrated as well, in other mens' personal care ads, most notably for Dove Men+Care, which said that when a man's face has to go through so much, it might need some soothing lotion to keep it looking good.

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About

Credits

Date
Nov 19, 2013
Agency:
Grey New York
Client:
Gillette
President/CCO:
Tor Myhren
GCD:
Leo Savage
GCD:
Jeff Stamp
Writer:
Lance Parrish
Associate Director of Broadcast Production:
James McPherson
Producer:
Katy Fuoco
Assistant Producer:
Dante Da Parma
Assistant Producer:
Megan Swan
Director:
Mark Romanek
Prod. Co.:
Anonymous Content
Editor:
Paul Martinez
Editor:
Arcade Edit
Effect/Finish:
Method

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