文/章赳赳@TOPYS

中國有句古話“高處不勝寒”，越是眾人矚目的英雄背后，越有人們看不到的辛勞與拼搏，所以吉列剃須刀才說“perfect isn‘t pretty.”——為迎接2016年里約奧運(yùn)會，吉列策劃出了全新campaign口號。

和大多數(shù)體育營銷廣告相似，配以“Perfect Isn’t Pretty”推出的視頻非常簡潔，但同時(shí)講述了4位運(yùn)動員的故事。如果不是情節(jié)最初從他們的日常生活開始，那么風(fēng)格上真的和安德瑪以及耐克的廣告相似（其實(shí)怎么看都還是蠻相似的）。最終，Grey廣告公司用吉列剃須刀一貫的宣傳理念“人能得到的最好東西未必永遠(yuǎn)美好，但，值得去追逐?！保?span>The Best A Man Can Get Isn’t Always Pretty，But Always Worth The Chase）作為點(diǎn)睛之筆，給人帶去無限思索。

正如大家所見，本則廣告中講述了巴西足球運(yùn)動員內(nèi)馬爾，美國的十項(xiàng)全能運(yùn)動員阿什頓·伊頓，中國游泳運(yùn)動員寧澤濤，以及英國自行車運(yùn)動員安迪·坦納特四個(gè)運(yùn)動員的故事，廣告配樂由說唱歌手Pusha T.改編自當(dāng)紅女星Sia的歌曲《Unstoppable》，并邀請巴西打擊樂隊(duì)共同完成。更多的幕后故事，在花絮視頻中可以看到。

廣告由內(nèi)馬爾的嘶吼開場，用短暫的時(shí)間介紹了余下的運(yùn)動員后，隨著內(nèi)馬爾朝燃燒的球門奔跑而去（球門代表著夢想嗎?）,“Perfect is Pretty”出現(xiàn)在屏幕上。的確，每個(gè)運(yùn)動員都必須處理好個(gè)人生活、訓(xùn)練以及更高的期待之間的關(guān)系，完美背后，應(yīng)該總有不一樣的苦難堅(jiān)持。

Credits:
Advertiser: Gillette
Spot Title: Perfect Isn’t Pretty
First Air Date: 07/13/16

Agency: Grey New York
Chief Creative Officer: Andreas Dahlqvist, Chief Creative Officer, Grey NY
Creative Director: Jeff Stamp, Executive Creative Director, Grey NY
Senior Creative Director:
Leonard Savage, Executive Creative Director, Grey NY
Asan Aslam, Senior Creative Director, Grey NY
Noah Will, Senior Creative Director, Grey NY
Project Management:
Hank Romero, Project Director, Grey NY
Kelsey Longo, Project Manager, Grey NY
Agency Producer:
Bennett McCarroll, EVP, Director of Broadcast, Grey NY
James McPherson, SVP, Head of Integrated Production, Grey NY
Katy Hill, VP Producer, Grey NY
Agency Music Producer: Zachary Pollakoff, Music Supervisor, Grey NY

Production Company: Caviar Content, Los Angeles, CA
Director: Karim Huu Do, Director, Caviar Content
Director of Photography: Daniel Bouquet, Director of Photography, Caviar Content
Editor: Cut & Run
Gary Knight, Editor, Cut & Run
Stacy Peterson, Editor, Cut & Run

Post Production: The Mill NY

Music/Sound Design:
Phil Loeb, Sound Engineer, Heard City
Josh Kessler, Executive Producer, Heavy Duty Projects

Principal Talent:
Athletes:
Neymar Jr.
Ashton Eaton
Ning Zetao
Andy Tennant

Musicians:
Sia, Singer, Composer
Pusha T, Rapper
Ariel Rechtshaid, Producer
Olodum, Percussion Accompaniment

Account:
Brian Weston, EVP, Account Director, Grey NY
Elizabeth Gilchrist, SVP, Account Director, Grey NY
Irina Gilbertson, VP, Account Director, Grey NY
Katie Stirn, Account Supervisor, Grey NY
Suzi Jump, Account Supervisor, Grey NY
John Nelson, Senior Account Executive, Grey NY
Wesley Roman, Assistant Account Executive, Grey NY