Messi
Reveals his ‘Inner Steel’ to Launch Gillette Special Edition Country Razors
Dubai, February 3, 2014 — Gillette, the world’s leading male grooming brand, today announced Lionel
“Leo” Messi as the new global face of its upcoming international football
campaign. Gillette has also become a partner of the Leo Messi Foundation to
support its mission. Gillette’s partnership with Messi will launch the brand’s ‘Inner
Steel’ campaign showcasing the unrivaled passion and mental toughness required
of players and fans to drive their teams to victory and show their colours for
their country.
Gillette defines ‘Inner Steel’ as the mental
toughness, unshakable resolve and driving will to win. It’s this unfailing
courage to go further to perform the best which is at the heart of the brands
history and has inspired game-changing innovation, product superiority and
enduring success. Which is why, along with global ambassador Messi, Gillette is
partnering on a local level with an elite portfolio of teams and players from around
the world including; Joe Hart (England), Thomas
Muller (Germany) , “Oscar”, “Paulinho” and “Lucas” (Brazil), “Chicharito”
(Mexico), “Falcao” (Colombia), Sergio “Kun”
Aguero (Argentina), Juan Arango (Venezuela), Alexis Sanchez (Chile), Shinji Kagawa
(Japan), Ki Sung-Yeung (South Korea) and “Player of the Century” Pele
(Brazil), as well as world leading national teams including Spain, Argentina,
Brazil, Italy, Mexico, Venezuela and
Chile[i].
Gillette recognizes that football is a test
for fans and players alike and requires an unwavering commitment and dedication
to the colours of their team or country. To honor the ‘Inner Steel’ displayed by men on
and off the field for their team’s colours, Gillette is launching a new line of
Special Edition Country Razors proudly displaying national colours. These Special
Edition Country Razors are a daily affirmation of a nation that stands
proudly behind its players - wearing their colours on the outside and their
Inner Steel within.
To mark the launch, Messi showcases his
always-on mentality in the ‘Trading
Places’ (#InnerSteel) video alongside Roger Federer. The video shows Messi
and Federer in a locker room, together for the first time, being transported
from reality to fantasy as they pick up and use a different Gillette Special
Edition Country Razor. They experience something uniquely different each time
and are confronted with challenges to their ‘Inner Steel’. To view the video please visit the Youtube.com/GilletteLA
or watch “Trading Places” here.
Messi comments on his partnership with
Gillette; “Throughout my career I have
been fortunate to have a great deal of success on the field; but I know that
the strongest performances come only when you commit 100 percent to the task at
hand and display the strength and mettle to give it all. Inner Steel is inherent within all men. It’s the unwavering commitment and dedication to the colors of your team or
country no matter what. Gillette is a brand that shares my resolve and
determination to try to be the best and I know that together we can show men everywhere
that the strongest performances come when you strengthen the Inner Steel inside
and show your colours on the outside.”
Gillette Global vice president, John Mang also
added, “This is a new era for Gillette
and Football. We are excited to partner
with Lionel Messi and a stellar line up of world-class players and teams. These athletes meticulously hone their skills
and strive for precision on the field.
They are at the top of their sport and their passion to be their best,
is an inspiration to us all.”
Inspired by these world-class football
ambassadors and National teams, throughout the Inner Steel campaign, Gillette will
be encouraging football fans across the globe to show and share their Inner
Steel and support of their nations colours by asking men everywhere to
demonstrate that they, like Gillette, are Made From Steel, Driven by Their Colours.
At a time when the world’s footballers are pushing
themselves to their limit, Gillette aims to ignite fans’ inner strength and
celebrate the role that they play in helping their teams strive for success. The
‘Inner Steel’ campaign reinforces the role of Gillette as a brand
that has promised and strives to deliver the best for 800 million men every day for over 100
years.
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