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April 21, 2009

Jeter and Woods out-'70s Federer in latest ad for Gillette Fusion

Posted on Tue Apr 21 2009

Roger Federer might be an international sex symbol and a tennis legend, but put him next to Derek Jeter and Tiger Woods and he's just a goofball. That's the gist of a new ad from BBDO for Gillette's Fusion razor that pays tribute to the opening scene of the 1977 classic Saturday Night Fever. While Jeter and Woods apparently have the Travolta strut down, Federer, with his high-heeled shoes and silly grin, is just way too Swiss or something to make the cut. Speaking of making the cut, can this ad help Gillette make being clean-shaven cool again in this age of beards and three-day stubble? And is drawing on a 30-year-old movie with two thirtysomething and one late-20s athlete the way to do it? Maybe Gillette threw out the marketing playbook on this one and subscribed to the Bee Gees' maxim that "we've been living in a world of fools breakin' us down, when they all should let us be."

—Posted by Todd Wasserman

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