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During the Chicago Bears-New England Patriots game on Monday, October 24, 2022, a mixed reality ad for Gillette was shown to television viewers, a sequence that included adding virtual structural elements and blind razors to the virtual space.
The segment was designed to feature Gillette men’s razors with exfoliating features that are part of the GilletteLabs brand.
It depicts the Patriots’ mascot, Pat the Patriot, entering a room, possibly inside a stadium, and flipping a giant switch that “turns on” the mixed reality portion of the ad.
At this point, the view switched to the field before the camera panned up as a bright green wireframe-style animation was used to “build” a large tower and a virtual video board spanning much of the width of the north side of the stadium.
In an interesting twist, this mixed-reality element is actually a preview of what’s to come in real life — the Patriots are working on a $225 million stadium renovation that will add a 22,000-square-foot video board and a 220-foot-tall lighthouse, a nod to existing, smaller features near the entrance of our stadium.
What is not real, is the beacon’s ability to shoot a green beam into the field, forming a large circular dais that rotates like a flipped coin to reveal the magnetic base of the razor blade.
After this, virtual pieces of the giant blade flew from the north side of the field, and some merged with the others growing to form a full 3D model of the blade. The series also places special emphasis on the “exfoliating bar,” a segment located under the blade thanks to its bright green color and some glowing effects.
The segment does not include voiceovers or narration, relying only on background music and virtual actions on the screen to show the product, which has a fairly clear advantage.
The series was designed as an “in-game” ad designed to try to draw more attention to the advertiser’s message by making it part of the game.
The mixed reality segment was created in partnership with the NFL, Gillette (a division of Proctor and Gamble), virtual production company The Future Group and The Kraft Group, a sports marketing and merchandising company owned by Patriot Robert Kraft.
Gillette has had the naming rights to the stadium since 2002, with a recently signed deal extending until 2031.
It will rename the stadium GilletteLabs Stadium after it opens for the 2023 season.
Back in 2016, Amazon had NBC add a giant Amazon Echo to the ice skating rink in Rockefeller Plaza during election coverage and other brands and stores have experimented with similar segments in the years since.