Gillette flips traditional mentor-mentee relationship with new campaign
Gillette is teaming up with the Toronto Raptors’ Gradey Dick and NBA legend Tracy McGrady on a campaign that flips the traditional mentor-mentee relationship.
With its “The Best Your Game Can Get” campaign, the men’s grooming brand created a spot in which Gradey Dick imparts knowledge about the latest grooming technology from GilletteLabs to one of his shooting mentors, Tracy McGrady.
"I grew up watching Tracy McGrady and learned a lot from his successes. His inspiration helped me get to where I am today. Now, its my time to show my appreciation,” said Gradey Dick. “That’s why I’m excited to be continuing my partnership with Gillette and to be part of The Best Your Game Can Get. I want to help guys of every age be their best, by sharing how I get my game face on, which starts with a shave with GilletteLabs.”
The new campaign reimagines how Gillette shares its more than 100 years of sports marketing legacy, and is part of the brand’s ethos of showcasing how game changers redefine what it means to be ‘the best’ in their own era and as part of their game day grooming ritual, the company said.
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“The Best Your Game Can Get puts a twist on tradition by letting the younger generation take the lead with GilletteLabs, and showing the world that the best a man can get keeps getting better,” said Jennifer Seiler, senior vice president, grooming Canada at P&G. “Every generation learns from those who came before. Like Gillette’s wide portfolio of grooming tools, new technology and constant innovation have led Gen Z to not only find their own way in life, but also lead the way for others. We’re excited to give the younger generation a platform to show all they know about being their best, including Gillette’s ultimate shaving experience, the GilletteLabs razor.”
GilletteLabs, the official razor of the Toronto Raptors, features a green bar that releases trapped hairs to get virtually every hair in a single stroke, reducing irritation from shaving over the same spot, the company said.
“Being part of this campaign with Gradey is a full-circle moment. I’m proud to pass the torch to a new generation, and with the GilletteLabs razor, I’m reminded that you’re never too old to try something new and better,” said Tracy McGrady.
