It feels like deja vu. Model Kate Upton has again donned skimpy clothing to sell a product, this time Gillette in the US. But will the campaign come to Australia? It's not been ruled out.
It's an interesting marketing strategy for the Gillette brand. The advertiser is encouraging men to shave not only their face, but also their chests, backs and “down there”.
How is the brand doing this, you ask? By bringing on Kate Upton as the new brand ambassador for Gillette, of course. The ads also feature actresses Hannah Simone and Genesis Rodriguez.
The strategy is simple enough: bring on a glamour model and ask her whether it is important for men to shave “down there”. Upton shoots a sultry look at the screen and says “very important”.
The campaign, which features a number of video and print executions, was created by BBDO New York. It promotes the Gillette Fusion ProGlide Styler, with television ads to roll out in the US from April.
But will the ads air in Australia? A spokesperson for Gillette's parent company Procter & Gamble told AdNews: “I can't say yes and I can't say no. I can't definitively rule it out.”
She said Gillette's new strategy of encouraging men to shave areas other than their face “enabled men to use the brand for their various grooming needs”.
The new campaign is certainly not the first time Upton has worn revealing clothing to promote a product (to a specific male demographic, one would think).
During the most recent round of Super Bowl ads, a Mercedes spot featuring Upton washing a car caused some controversy, while an incredibly raunchy Carl's Junior ad showing Upton eating a spicy burger in a suggestive fashion was banned from the 2012 Super Bowl.
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