To celebrate the 2012-2013 season of the National Football League, Procter & Gamble’s Gillette brand has announced a new partnership with Green Bay Packers Pro Bowl linebacker Clay Matthews to support a campaign for the Gillette Fusion ProGlide razor. The deal runs for the duration of the 2012-2013 NFL season and sees Clay front a 30-second TV commercial, digital advertising, and in-store merchandise displays, as part of the activity. In addition, fans are encouraged to submit photographs of themselves recreating Clay’s trademark ‘Predator’ pose; for each one submitted Gillette has pledged to make a donation to Boys & Girls Clubs of America, up to a total of $100,000.
Matthews has succeeded by going against the grain of conventional wisdom throughout his football career. He did not receive a scholarship coming out of high school in southern California and walked on to his college team where he only started for one season on defense. During the 2009 draft, the Green Bay Packers surprised fans by trading up to select him in the first round. Since the draft, Matthews’ combination of speed and strength has helped define today’s linebacker position and earned him a spot on three consecutive Pro Bowl rosters. Matthews will serve as the official Gillette brand ambassador during the NFL season.
To kick off the partnership and celebrate the passion of NFL fans everywhere, Matthews and Gillette are challenging NFL fans to post pictures of their best imitation of Matthews’ famous “Predator pose” on the brand’s Facebook page (www.facebook.com/gillette). By submitting a photo, NFL fans will join Gillette in supporting Boys & Girls Clubs of America. Gillette has a goal to make a $100,000 donation, and every photo submitted by a fan gets us one step closer.
Gillette is the “Official Shave of the NFL” and beginning in early October, NFL fans should be on the lookout for Matthews in a new 30-second commercial for the Gillette Fusion ProGlide razor that captures Matthews challenging the status quo both on and off the field.
“I’m pumped to be partnering with Gillette” said Matthews. “I know the NFL has the best fans in sports and I can’t wait to see if any of their ‘Predator poses’ can rival mine.”
“Through his dedication and persistence both on and off the field, Clay embodies what it means to go against the grain and create your own path,” said Elliott Wilke, Brand Manager Gillette. “We are thrilled to welcome him to the Gillette family, and are excited to work with him to celebrate the passion of NFL fans this season.”
“Every day, Boys & Girls Clubs throughout the U.S. empower millions of young people to discover and follow their passions on their own journey to success,” said Christina Alford, Vice President of National Corporate Partnerships, Boys & Girls Clubs of America. “So, we are thrilled to partner with Gillette and Clay Matthews in an effort that will help us put even more young people on the path to great futures.”
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