Monday
Sep282009

P&G Builds NFL Alliance With Gillette Fusion MVP And Quarterback Matt Ryan

September 28, 2009: Procter & Gamble continues to activate behind its new deal with the NFL through Gillette, which will unveil an ad campaign to support the launch of Gillette Fusion MVP. The multi-media effort will star Matt Ryan, quarterback of the Atlanta Falcons and the NFL's 2008 Rookie of the Year Matt Ryan.

Creative will be anchored by a 30-second TV spot in which Ryan uses the product after facing several challenges on the football field, including hot sun, heavy rain, whipping wind and snow. Support also includes print and Internet. Lead agency is BBDO, New York. The spot breaks Sept. 28 on network and cable, including ESPN's Monday Night Football.

Ryan also has a deal with Orlando-based airline AirTran. Other Gillette sports spokesmen include Tiger Woods, Derek Jeter and Roger Federer. The P&G-NFL deal will include more than a dozen brands, many to be tabbed the "official locker room product" of the league.

"Matt Ryan is one of the NFL's rising stars and his performance on and off the field makes him a perfect fit for Gillette," Michelle Potorski, associate marketing director for Gillette North America, said in a statement. "We teamed up with Matt because he has sensitive skin and he knows firsthand how shaving with Fusion, Gillette's most comfortable shave, can provide a solution."

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