Evan Longoria's Barehand Catch
In 2011, Gillette updated their Young Guns program by adding new athletes and asked us to help spread the word. We decided to create buzz with a video of Gillette Young Gun Evan Longoria nonchalantly executing an incredible feat of athleticism. The video went viral and created chatter all around the web as viewers questioned the its authenticity—with Gillette as a central piece of the conversation.
The immediate reaction: over 5 million YouTube hits in the first week and features on Good Morning America, ESPN and Comedy Central (hi Norm Macdonald). The piece was also covered in many news sites and blogs, including Mashable, Huffington Post, NBC Sports, Yahoo Sports, USA Today, and The Washington Post.
I'm just proud this made it to Snopes!
A recap of the project and results:
Gillette Champions: The WALK OF GILLETTE
Gillette was invited to create a video to air on the JumboTron at Yankee Stadium on opening day. We developed a razor giveaway promotion and made this fun video to support it. It played throughout the season, both at the stadium and online.
The video received coverage from multiple major news shows and blogs, was recognized by Adweek as "Ad of the Day" and placed as an OBIE finalist.