Gillette showcases stadium reno, razor with mixed reality segment during ‘MNF’

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During the Chicago Bears-New England Patriots game Monday, October 24, 2022, television viewers were shown an mixed reality ad for Gillette, a series that involves adding virtual structural elements and a large razor to the virtual space.

The section was designed to showcase Gillette’s men’s razor and an innovative feature of the GilletteLabs brand.

It shows the Patriots’ mascot, Pat Patriot, entering a room, possibly in a stadium, and flipping a large switch that “activates” the augmented reality feature of the announcement.

This time, the view changes to the field before the camera pans as a bright telephoto image is used to “create” a giant tower with a virtual video platform extending from it. on the north side of the stadium.

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Interestingly, this mixed reality element is a real preview of what’s to come in real life — the Patriots are working on a $225 million stadium renovation that will add a 22,000-square-foot video field. and a 220-foot-tall lighthouse, a nod to a smaller section near the theater’s entrance.


What is not real is the ability of the beacon to shoot a green beam of light onto the field, creating a large circular column that rotates like a coin being flipped to show the magnetic base of the shaving product.

After this, a few large blades of grass flow out from the north side of the field, some of which connect and others grow to form a complete 3D model of the lawn. The series focuses on the “notice bar,” a section below the blades due to its bright green color and some glowing effects.

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The part does not have voiceovers or dialogues, it has to rely on background music and virtual work on the screen to show the result, which is better self-explanatory.

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The series was created as an “in-game” ad designed to try to get more attention from the advertiser’s ad by making it more like a part of the game.

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This mixed reality unit was created in partnership with the NFL, Gillette (a division of Proctor and Gamble), The Future Group virtual reality company and The Kraft Group, a sports marketing and marketing firm owned by Patriot and Robert Kraft.

Gillette has had naming rights to the stadium since 2002, with a contract previously signed in 2031.

The stadium will be renamed GilletteLabs Stadium when it opens in 2023.

In 2016, Amazon allowed NBC to add a giant virtual Amazon Echo to the ice skating rink at Rockefeller Plaza during the election and other brands and locations have tested similar features in the years from that.



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