Sterling Leads New Gillette Labs Campaign

Manchester City and England footballer Raheem Sterling has continued his association with Gillette Labs by spearheading a campaign launching the group’s new flagship product.

Sterling stars in a commercial for the Gillette Labs Exfoliating Razor in which we see him use the product in between shots of him dribbling and executing football skills. The advert is set against the backdrop of the razor’s black and neon green visual identity.

The launch will also see a first-ever Gillette Labs takeover of the famous ‘Gillette Soccer Saturday’ partnership with Sky Sports. The campaign will also see famous UK landmarks such as the Piccadilly lights advertising space turn neon green in line with the razor’s brand colour.

Former Arsenal and England player and TV pundit Ian Wright will also play a central role in the wider campaign, alongside activations from some of the UK’s biggest content creators, including Formula 1 driver Lando Norris and his ‘Quadrant’ gaming collective.

Matt Thomas, Senior Director for Grooming at P&G, said, “We will paint the UK and Ireland black and neon green across the next few months to ensure this launch is truly unmissable, continuing our history of working with game-changing ambassadors including Raheem, Ian and Lando.”

Gillette Labs said: “The razor’s unmissable launch will be Gillette’s biggest ever, with the company aiming to surpass the iconic Gillette Fusion launch in 2005.”

Image: Gillette Labs