Thursday, April 16, 2009

Why this ad works

Darren Rovell presented the new Gilette ad featuring its trio of endorsement superstars:
Roger Federer, Derek Jeter and Tiger Woods.

Gilette is on the money with this, because the music and scenery and choice of athletes all blend perfectly.

Woods, Federer and Jeter are endorsement gems because they understand humor, and can poke fun at themselves. They are guys to whom we can relate, and are not afraid to show a side of themselves that is human. Peyton Manning in his "priceless" commercials delivers the same result.

This ad hits multiple market segments, those who can relate to the athletes, and those of us who understand that 1970s music and imagery in the advertisement from the famous movie starring John Travolta. Now, if he had made a cameo appearance in the commercial, that would have been the icing on the cake.

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