Clay Matthews' Face Goes Through Hell and Back in New Gillette Spot

Grey N.Y. and Mark Romanek Make Football Player Look like a Superhero

Published on Nov 19, 2013

Editor's Pick

A man's face goes through sleet, slow, heat and more, and its ability to withstand those conditions is, on some level, the mark of the man himself. Grey N.Y. takes that conceit and executes it perfectly, in this new spot for Gillette's Fusion ProGlide.

Anonymous Content's Mark Romanek captures football star Clay Matthew's face with his trademark dark, artistic flair, making the athlete look almost otherworldly as he's battered by harsh weather conditions, and at one point, mud. In some scenes, he looks more X-men than pro-athlete. "When I'm Small" by Phantogram provides the background music.

We've seen a similar idea before, but not demonstrated as well, in other mens' personal care ads, most notably for Dove Men+Care, which said that when a man's face has to go through so much, it might need some soothing lotion to keep it looking good.

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Nov 19, 2013
Grey New York
President/Chief Creative Offier:
Tor Myhren
Group Creative Director:
Leo Savage
Group Creative Director:
Jeff Stamp
Lance Parrish
Director, Broadcast Production:
James McPherson
Katy Fuoco
Producer Assistant:
Dante Da Parma
Producer Assistant:
Megan Swan
Mark Romanek
Production Company:
Anonymous Content
Paul Martinez
Arcade Edit

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