BOSTON — Procter & Gamble Co.’s Gillette shaving products brand is partnering with popular musicians to produce "Gillette UNCUT," a digital documentary film series.
Shot by renowned music filmmaker/photographer Danny Clinch, the "Gillette UNCUT" films will give fans with a glimpse into the worlds of will.i.am of the Black Eyed Peas, country music star Tim McGraw, Mark Hoppus of Blink-182 and the All-American Rejects featuring Tyson Ritter. Each documentary is intended to be unexpected and revealing, capturing the artists’ thoughts and feelings before they take the stage.
Plans call for the series to premiere in Los Angeles late this month.
"Music plays a big part in the lives of young men," Gillette global marketing director Steve Fund said in a statement. " ‘Gillette UNCUT’ shows a side of artists that’s rarely, if ever, seen — going backstage to show how they prepare, including styling and grooming, and the moments of doubt they experience before taking the stage."
The campaign will be supported by a broadcast television partnership with Fuse TV, print ads in SPIN magazine featuring the musicians, and online media partnerships with SPIN.com, Pandora.com, Last.FM and YouTube.com. Trailers of the films can be found at www.shavelikearockstar.com.
Also as part of the campaign, Gillette plans to launch "Shave Like a Rock Star," a series of tongue-in-cheek shaving tutorials hosted by each artist. The tutorials will be integrated on Gillette’s web site in conjunction with the "Gillette UNCUT" launch.