By Barry Janoff
July 31, 2013: Gillette, in association with the NFL Media group, has launched Gillette Clear Gel’s Built for Training, a six-installment Web series that will give people an inside look at the NFL preseason "through the eyes of hopeful rookies and their seasoned mentors."
According to Gillette, one veteran each from the Cincinnati Bengals, Denver Broncos and Pittsburgh Steelers will take a rookie "under his wing to show him the ropes and test whether or not they — and Gillette Clear Gel — are built for training." The series mirrors the behind-the-scenes attitude of HBO's Hard Knocks, but without the X-rated language.
Gillette is a division of Procter & Gamble, an official partner of the NFL. The series is being produced by NFL Films.
The veteran-rookie pairings featured in the series include (respectively): DBs Champ Bailey and Kayvon Webster of the Broncos, linemen Ramon Foster and Mike Golic Jr. of the Steelers and RBs BenJarvus Green-Ellis and Giovani Bernard of the Bengals.
Gillette Clear Gel’s Built for Training Webisodes will feature everything from workouts, training sessions and team huddles, to player introductions, arrivals to camp and meal time.
Gillette will air one new Webisode every Tuesday at a dedicated microsite housed on the NFL's main site Aug. 6-Sept. 3. A teaser Webisode is now airing.
Support includes a spot that will air on NFL Network and at NFL.com. It comes with the tagline, "Gillette deodorant: Give everything. Smell nothing."
In the spot, footage of the veterans in action plays out as a voiceover relates, "Three rookies. One goal. To make the team. Each paired with an NFL mentor who will guide them through their first NFL training camp. Gillette Deodorant takes you inside of their lives to find out which of these rookies is built for training . . . Check in every week during training camp to follow the lives of these rookies and their mentors."
To get fans and consumers even more involved, viewers will be asked to submit questions through Gillette’s Facebook and Twitter accounts to their favorite athletes about training tips and exercises, mentorship and lessons learned in the NFL.
The “Are You Built For Training Camp” athletes will answer the most popular questions during a “fan interview,” which will be posted on Gillette’s social media destinations at YouTube, Facebook and Twitter.
“At NFL training camps, ‘give everything’ is just part of the drill; ‘smell nothing’ is usually not, which is why Gillette brought these talented players together to put their bodies and Gillette Clear Gel to the test,” Doug Sticksel, associate brand manager, Gillette Personal Care, said in a statement.
According to Sticksel, “These athletes have to thrive under pressure and through challenging workouts, so their deodorant should do the same. Designed with the high-performing man in mind, only Gillette Clear Gel eliminates body odor at the source, even during tough physical demands – such as NFL training camp.”
Gillette recently switched its lead agency to Grey, New York, after some 80 years with BBDO, New York.