The Gillette 'Perfect Isn't Pretty' Campaign Showcases Athletes' Dedication
Hayley McGlone — July 14, 2016 — Special
References: news.pg
Gillette's 'Perfect Isn't Pretty' ad campaign for the Olympics captures the gritty determination that its athletes have in order to push through. The four Olympic athletes featured are also brand ambassadors for Gillette. The ad showcase the pain, frustration and dedication it takes for the athletes to achieve their goal of competing in the Olympics.
The ad shows Neymar Jr (Brazil, Football), Ashton Eaton (USA, Decathlon), Ning Zetao (China, Freestyle Swimming) and Andy Tennant (Great Britain, Team Pursuit Cycling) all facing tough training situations and setbacks.
Ashton Eaton summed up the drive that pushes these athletes to continuously give it their all everyday. "The opportunity to represent your country at the Olympic Games is earned, not given." The Perfect Isn't Pretty campaign captures the dedication leading up to the Olympic moment where these athletes hope to achieve perfection.
The ad shows Neymar Jr (Brazil, Football), Ashton Eaton (USA, Decathlon), Ning Zetao (China, Freestyle Swimming) and Andy Tennant (Great Britain, Team Pursuit Cycling) all facing tough training situations and setbacks.
Ashton Eaton summed up the drive that pushes these athletes to continuously give it their all everyday. "The opportunity to represent your country at the Olympic Games is earned, not given." The Perfect Isn't Pretty campaign captures the dedication leading up to the Olympic moment where these athletes hope to achieve perfection.
Trend Themes
1. Athlete Brand Ambassadors - Brands can capitalize on the gritty determination of athletes by partnering with them as brand ambassadors, showcasing their dedication and determination in marketing campaigns.
2. Gritty Ad Campaigns - Ad campaigns that showcase the pain, frustration, and dedication of athletes can resonate with consumers and create a more authentic connection to the brand.
3. Earned Opportunity Messaging - Messaging that emphasizes the hard work and dedication required to achieve success can inspire and motivate consumers to strive for their own goals and aspirations.
Industry Implications
1. Sports Apparel - Sports apparel brands can align with athlete brand ambassadors to promote their products as being built for the determination and dedication required in sports.
2. Fitness Equipment - Fitness equipment brands can create ad campaigns that highlight the relentless training and commitment of athletes, inspiring consumers to invest in their own fitness journey.
3. Marketing and Advertising - Marketing and advertising agencies can create campaigns that emphasize the struggle and perseverance of athletes, resonating with consumers and driving brand loyalty.
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