Gillette taps Oscar-winning director for NFL promotion

Gillette hired Director Michel Gondry for the company’s “Built for Training” program. Gondry was in charge of creating a promotional video that accurately depicted Gillette’s mission, “Training Tracks.” The music video stars Denver Broncos corner backs Champ Bailey and Kayvon Webster, Cincinnati Bengals running backs Gio Bernard and BenJarvus Green-Ellis and former Notre Dame offensive guard Mike Golic Jr. training in the gym. As they do pushups, hit the heavy bags and jump rope, the sounds of their movements gradually come together to form a rhythmic, beat-driven track, composed by Phil Mossman, formerly of LCD Soundsystem.

Why I’m Curious

This is an innovative way for Gillette to tap into the world of athletes and gear up for football season. The video appeals to both sports fans and followers of Michael Gondry and LCD Soundsystem’s Phil Mossman.

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