Federer, Woods and Henry in close shave

Singapore - As part of an integrated marketing initiative, Gillette will launch a new TVC titled ‘Today' featuring sporting stars, Roger Federer, Tiger Woods, and Thierry Henry who were named Gillette Champions earlier in the year.

The TVC sees the three sportsmen talking about the importance of being the best today and not living in the past despite their obvious career achievements from the past - the trio imply that being the best starts with having a clean shave. The spot is part of an integrated marketing plan which will be leveraged through advertising, point of sale materials, online and public relations in support of the brand's shaving products. For the SE Asia region, the campaign launched in Malaysia and Thailand a week ago and will be rolled out in Singapore on 6 October 2007.

"The creative idea is meant to tap into a core truth that all men can relate to - no matter who you are and what you have done in the past, today is what matters. Today is the day you need to prove yourself - it's what motivates and drives a champion, every day," Hafidz Ismail, assistant country marketing manager for P&G Singapore said.

The Singapore leg of the campaign begins with a Gillette 3-on-3 futsal challenge at Suntec Singapore, as well a ‘Challenge the Champions' competition involving SMS and online elements which runs from the launch date until 30 November.

BBDO handled creative while media planning and buying duties were parked with Zenith Media.