The Gillette 'Step Up for Gold' campaign has an Olympic flair which makes it stand far apart from other advertising techniques.
The stunt plays out in a German drugstore, and upon first glance, appears to be a slightly different display case with men's razors, except that the razors are placed so high up that one must stand on a podium beneath in order to reach the products. The strategic placement of each stand requires that those who want to grasp the razors must stand on the '1' spot, which begins music and a paparazzi-filled flood of fans.
Referencing the feeling one might get after winning a gold medal, the stunt paints Gillette in a positive light, and generated plenty of attention for the brand.
Stats for Podium-Inspired Razor Campaigns
Trending: Older & Mild
Research: 870 clicks in 195 w
Interest: > 3 minutes
Concept: Gillette Step Up For Gold
Related: 95 examples / 73 photos
Segment: Males, 12-55
Comparison Set: 35 similar articles, including: candy-filled trains, stunning desert surfer films, and beauty tutorial psas.
Podium-Inspired Razor Campaigns
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