As part of its campaign to reach a younger market, Gillette announced that Joey Logano—who, at 19, is the youngest driver to ever win a NASCAR Sprint Cup Series race—will be joining the brand's team of "Young Guns" spokesmodels. The first commercial featuring Logano is in support of the Gillette Optimal Shave indicator strip, which alerts consumers that their blades are dull when the strip changes from blue to white.
“Our new commercial is about change, whether it's reminding consumers to change their blades or adding a teenage rookie sensation to our Gillette Young Guns roster," said Michelle Potorski, Gillette's associate marketing director for North America.
The 30-second commercial was created by BBDO New York and filmed in Charlotte, North Carolina. The Gillette Young Guns program, now in its sixth year, continues to be a core marketing platform for Gillette.