To celebrate the men’s lifestyle launch that everyone’s been talking about, Gillette Labs has partnered with YouTube channel UMM to create a 3-part content series featuring some of the UK’s biggest names in sport and social media.
The first film, entitled 24 Hour Assistant, sees Gillette Labs hook up social influencer Chunkz with his very own assistant for the day – none other than Gillette ambassador and football icon, Ian Wright. There to take Chunkz’ game to the next level, from starting his day the right way with an effortless shave, to a nutritious breakfast and upgrading his style, Ian helps Chunkz kick-start his day in the most effortless way.
With Chunkz looking and feeling his best, Ian has one final surprise in store – an effortless football-finishing masterclass with Arsenal star Emile Smith-Rowe and YouTube’s biggest baller, ChrisMD.
“Working alongside Ian, Chunkz, Emile and Chris on Gillette’s biggest ever launch has been nothing short of incredible. So far, the campaign for the new Gillette Labs Exfoliating Razor has reached far and wide across the UK and has had everyone talking about it. Partnering with UMM to further showcase how the razor removes the effort from guys’ grooming routines, as well as get men into their flow, has been great fun.” said Callum Wood, Brand Director at Gillette.
The content is part of Gillette’s biggest ever launch, and follows a national TV advert with Raheem Sterling, digital content from the UK’s biggest creators, a Gillette Labs takeover of the iconic Gillette Soccer Saturday and a takeover of the infamous Piccadilly Lights in central London.