Shaken & Stirred - Influential Brand Profiling and Positioning

‘The Honest Player’

Gillette has today launched ‘The Honest Player,’ a short film featuring George North along with historic moments from previous Lions Tours. The film celebrates Gillette’s partnership with the British & Irish Lions highlighting the importance of preparation and precision for men to be their best – a common value shared by both Gillette and the Lions.

The campaign will be launched with a 60-second film, developed by Grey London and produced by Believe Media, airing for the first time during the half-time interval of the Six Nations clash between England and France on 4th February. The film highlights the preparation, commitment and moments of reflection George goes through to be the very best he can be, a value shared by Gillette who have been helping men be the best they can be for over 100 years.

Directed by Michel and Nico (Arribehaute), both former professional rugby players in their home town of Biarritz, the film’s tagline of “be prepared for anything, from front line to back” focuses on the synergy between the preparation and precision to detail required in both rugby and shaving. It shows the importance of being prepared from the front line to back in rugby and the performance and precision of Gillette’s Fusion range, with the five performance blades on the front to the precision trimmer on the back.

The film’s voiceover, taken directly from Jim Telfer’s motivational speech during the Lions’ 1997 tour of South Africa, focuses on the importance of mental and physical preparation culminating in a moment of self-reflection. The speech highlights the level of preparation a rugby player goes through to deliver precision on the pitch, in the same way Gillette delivers precision to the millions of men who shave with a Gillette razor every day.

View the video here:

Matt Thomas, Gillette and Venus Brand Manager, said: “At Gillette we believe that there’s nothing more important than how men prepare for the day ahead. The moments of self-reflection men have in front of the mirror each morning help give perspective on how to keep better themselves every day. The partnership with the British & Irish Lions is something we’re very proud of and we feel “The Honest Player” film helps bring these moments to life in a rugby context.”

Gillette will bring the sponsorship to life in all major retailers across the UK through a competition offering consumers the chance to win the ultimate trip to New Zealand to watch the Lions. Gillette has been helping men be the best they can be for over 100 years, constantly innovating to deliver both performance and precision within its product offering. The British & Irish Lions have a proud heritage of bringing together the best of the best from across four nations.

For additional information on Gillette, as well as information on Gillette’s full lineup, including the latest shaving innovation, Gillette Fusion ProShield, please visit: