吉列剃须刀：完美并不美

文/章赳赳@TOPYS

中国有句古话“高处不胜寒”，越是众人瞩目的英雄背后，越有人们看不到的辛劳与拼搏，所以吉列剃须刀才说“perfect isn‘t pretty.”——为迎接2016年里约奥运会，吉列策划出了全新campaign口号。

和大多数体育营销广告相似，配以“Perfect Isn’t Pretty”推出的视频非常简洁，但同时讲述了4位运动员的故事。如果不是情节最初从他们的日常生活开始，那么风格上真的和安德玛以及耐克的广告相似（其实怎么看都还是蛮相似的）。最终，Grey广告公司用吉列剃须刀一贯的宣传理念“人能得到的最好东西未必永远美好，但，值得去追逐。”（The Best A Man Can Get Isn’t Always Pretty，But Always Worth The Chase）作为点睛之笔，给人带去无限思索。

正如大家所见，本则广告中讲述了巴西足球运动员内马尔，美国的十项全能运动员阿什顿·伊顿，中国游泳运动员宁泽涛，以及英国自行车运动员安迪·坦纳特四个运动员的故事，广告配乐由说唱歌手Pusha T.改编自当红女星Sia的歌曲《Unstoppable》，并邀请巴西打击乐队共同完成。更多的幕后故事，在花絮视频中可以看到。

广告由内马尔的嘶吼开场，用短暂的时间介绍了余下的运动员后，随着内马尔朝燃烧的球门奔跑而去（球门代表着梦想吗?）,“Perfect is Pretty”出现在屏幕上。的确，每个运动员都必须处理好个人生活、训练以及更高的期待之间的关系，完美背后，应该总有不一样的苦难坚持。

Credits:
Advertiser: Gillette
Spot Title: Perfect Isn’t Pretty
First Air Date: 07/13/16

Agency: Grey New York
Chief Creative Officer: Andreas Dahlqvist, Chief Creative Officer, Grey NY
Creative Director: Jeff Stamp, Executive Creative Director, Grey NY
Senior Creative Director:
Leonard Savage, Executive Creative Director, Grey NY
Asan Aslam, Senior Creative Director, Grey NY
Noah Will, Senior Creative Director, Grey NY
Project Management:
Hank Romero, Project Director, Grey NY
Kelsey Longo, Project Manager, Grey NY
Agency Producer:
Bennett McCarroll, EVP, Director of Broadcast, Grey NY
James McPherson, SVP, Head of Integrated Production, Grey NY
Katy Hill, VP Producer, Grey NY
Agency Music Producer: Zachary Pollakoff, Music Supervisor, Grey NY

Production Company: Caviar Content, Los Angeles, CA
Director: Karim Huu Do, Director, Caviar Content
Director of Photography: Daniel Bouquet, Director of Photography, Caviar Content
Editor: Cut & Run
Gary Knight, Editor, Cut & Run
Stacy Peterson, Editor, Cut & Run

Post Production: The Mill NY

Music/Sound Design:
Phil Loeb, Sound Engineer, Heard City
Josh Kessler, Executive Producer, Heavy Duty Projects

Principal Talent:
Athletes:
Neymar Jr.
Ashton Eaton
Ning Zetao
Andy Tennant

Musicians:
Sia, Singer, Composer
Pusha T, Rapper
Ariel Rechtshaid, Producer
Olodum, Percussion Accompaniment

Account:
Brian Weston, EVP, Account Director, Grey NY
Elizabeth Gilchrist, SVP, Account Director, Grey NY
Irina Gilbertson, VP, Account Director, Grey NY
Katie Stirn, Account Supervisor, Grey NY
Suzi Jump, Account Supervisor, Grey NY
John Nelson, Senior Account Executive, Grey NY
Wesley Roman, Assistant Account Executive, Grey NY