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Gillette Adds Joey Logano To Young Guns Marketing

July 9, 2009: Gillette said that Joey Logano, who became the youngest winner in Nascar Cup history when he won the Lenox Industrial Tools 301 at the New Hampshire Motor Speedway on June 28, has been added to its group of Young Guns Drivers and will be featured in a TV spot breaking in July. Logano, who drives the No. 20 Home Depot Toyota for Joe Gibbs Racing, will star alongside the other Gillette drivers: Clint Bowyer, Kyle Busch, Carl Edwards, Denny Hamlin, Kasey Kahne and Ryan Newman.

The spot, via BBDO, New York, supports the Gillette Optimal Shave indicator strip, which alerts consumers that it is time to change their blades when the strip color changes from blue to white, according to Gillette. Creative, which is still in development, shows the veteran drivers welcoming Logano, having "earned" his stripes, to their group. Print and online will support.

Logano already has done TV spots for The Home Depot. Sponsors also include Game Stop and Sport Clips. To date, he has recorded four top-10 finishes and currently sits atop the Rookie of the Year standings.

“Joey is one of the hottest drivers in the sport and we are pleased to welcome him as the newest member of the Gillette Young Guns,” Michelle Potorski, associate marketing director, Gillette North America, said in a statement. “Our new commercial is about change -- whether it’s reminding consumers to change their blades or adding a teenage rookie sensation to our Gillette Young Guns roster. We’re proud to have Joey join the team and look forward to watching his career take off in the Nascar Sprint Cup Series.” Back to Home Page