Gillette showcases stadium reno, razor with mixed reality segment during ‘MNF’

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During the Chicago Bears vs. New England Patriots game on Monday, October 24, 2022, television viewers were treated to a mixed reality ad for Gillette, a sequence that involved adding virtual structural elements and a giant razor to a virtual space.

The segment was created to showcase Gillette’s men’s exfoliating razor, part of the GilletteLabs brand.

It features Patriots mascot Pat Patriot walking into a room, presumably somewhere inside the stadium, and flipping a giant switch that “activates” the mixed reality portion of the ad.

At this point the view switched to the field before the camera panned as the bright green wireframe style animation was used to ‘build’ a large tower and virtual video board covering much of the width of the north side of the stadium.

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In an interesting twist, this mixed reality element is actually a preview of what’s to come in real life — the Patriots are working on a $225 million stadium renovation that will add a 22,000-square-foot video board and a 220-foot-tall lighthouse. a nod to an existing, smaller facility near the stadium entrance.


What’s fake, however, is the beacon’s ability to shoot a green beam of light onto the field, creating a large circular gauze that spins like a coin that is flipped to reveal the magnetic base of the razor.

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Virtual giant pieces of razor then fly in from the north side of the field, some joining and others growing to form a full 3D model of the razor. The sequence also puts special emphasis on the “peeling rod”, the segment below the blades, thanks to its bright green color and some glowing effects.

The segment featured no voiceover or narration, instead relying on background music and virtual on-screen action to showcase the product, which is pretty self-explanatory.

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The sequence was created as a ‘game’ ad, designed to try and draw more attention to the advertiser’s message, making it feel more like part of the game.

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This mixed reality segment was created in partnership with the NFL, Gillette (a division of Proctor and Gamble), The Future Group virtual manufacturing company, and The Kraft Group, a sports marketing and merchandising company owned by Patriot owner Robert Kraft.

Gillette has had the naming rights to the stadium since 2002, with a recently signed contract extending until 2031.

Once it opens for the 2023 season, the stadium will be renamed GilletteLabs Stadium.

Back in 2016, Amazon had NBC add a giant virtual Amazon Echo to an ice rink in Rockefeller Plaza during the election, and other brands and outlets have since experimented with similar segments.



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