I know the new James Bond movie has recently been released.
I know he is someone that many men aspire to be similar to.
And I know Mr Bond is always clean shaven.
However, can someone tell me why Gillette did this ad when …
1. It features the creator of James Bond, rather than his most famous character.
2. It highlights 007 is fictional, thus bursting the bubble of illusion so many men like to live in.
3. The quote has nothing to do with Bond, in fact, it’s the most un-Bond quote in history.
At first I thought they must have been trying to leverage the movies release for their own gain … but given the ad used the logo and name of the film in it, that suggests they must have paid for usage rights. Usage rights that they didn’t end up using in the ad whatsoever.
On one hand, that is quite impressive given it’s always a bit sad when you see brands try and claim they are the ‘official sponsor’ of a fictional [adult] characters life, however spending a shit-ton of money on something you don’t end up using is probably even worse.
At least for shareholders.
If this approach was supposed to shake and stir the souls of men, I’m sad to tell them they’ve ended up more Roger Moore than Daniel Craig.