By Barry Janoff
January 8, 2016: To help support the launch of its Fusion ProShield blades, Gillette has put three NFL offensive linemen — a position the brand said is loaded with "unsung heroes" but which provides a lot of shield for other players — front-and-center in a new multi-media campaign.
The division of Procter & Gamble, an official marketing partner with the NFL, has drafted OLs John Urschel of the Baltimore Ravens, Trent Williams of the Washington Redskins and Roger Saffold of the St. Louis Rams to get the message out in a campaign that will ramp up through the playoffs as Super Bowl 50 nears.
The three players show their "shielding" moves — more like improv dance steps rather than profession NFL startegies — in a series of humorous spots to display how they protect their respective quarterbacks and open holes for running backs.
Urschel’s move is the “Awkwardly Sensual Uh Uh." Williams does “The Wall." Saffold shows his “Forcefield."
Expanding the campaign, Gillette is asking "offensive linemen, coaches and fans" to share online between now and Jan. 23 short videos of their own signature moves, with the brand directing people to Twitter and the hash tag #ShieldMove.
According to Gillette, submitted videos will be viewed by Urschel, Williams, and Saffold, who will select "some of their favorites to review, retweet, and name live on Twitter." (Details here.)
“Whether it’s shielding your teammates on the field or shielding from irritation while you shave with the new Gillette Fusion ProShield, great all-around protection is important when looking and performing your best,” Greg Via, Gillette’s global director of sports marketing, said in a statement.
“No one understands that more than offensive linemen, so we’re excited to team up with NFL greats John Urschel, Trent Williams and Rodger Saffold to spotlight the protectors of the gridiron," said Via.
According to Urschel, “My entire career has been centered on shielding the quarterback and providing protection on every play – that’s what we do as offensive linemen, but we do tend to fly a little bit under the radar.
"Fans might be surprised to see that some of us actually have some fun moves to show off, so I’m excited to join Gillette Fusion ProShield in finally giving my fellow offensive linemen and all of those who shield the chance to dance," said Urschel.
The Gillette Fusion ProShield is scheduled to hit retail and the Gillette Shave Club in late January.
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