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During the Chicago Bears-New England Patriots game on Monday, October 24, 2022, a mixed reality ad for Gillette was shown to television viewers, a sequence that included adding virtual structural elements and a giant razor to the virtual space.
The segment is designed to showcase Gillette’s men’s razor with an exfoliating feature that is part of the GilletteLabs brand.
It depicts the Patriots’ mascot, Pat Patriot, entering a room, probably somewhere in the stadium, and flipping a giant switch that “activates” the mixed reality portion of the ad.
At this point, the view switches to the field before the camera pans up as bright green wireframe-style animation is used to “build” a large tower and virtual video board spanning much of the width of the north side of the stadium.
In an interesting twist, this mixed reality element is actually a preview of what’s to come in real life — the Patriots are working on a $225 million renovation of the stadium that will add a 22,000-square-foot video board and 220-foot-tall lighthouse, a Point to an existing, smaller feature near the stadium’s entrance.
What is not real, however, is the lighthouse’s ability to shoot a green beam of light onto the field, forming a large circular dice that rotates like a coin being flipped to reveal the magnetic base of the Razor product. .
After that, virtual pieces of a giant razor fly from the north side of the field, some joining and others growing to form a full 3D model of the razor. The sequence also puts special emphasis on the “exfoliating bar,” a segment located under the blades thanks to its bright green color and some glowing effects.
The segment did not include any voiceover or narration, instead relying on background music and the virtual action on the screen to showcase the product, which had the advantage of being fairly self-explanatory.
The sequence is designed as an “in-game” ad designed to attempt to bring more attention to an advertiser’s message by making it feel more like a part of the game.
The mixed reality segment was created in partnership with the NFL, Gillette (a division of Proctor and Brent), the Future Group virtual production company and The Kraft Group, a sports marketing and merchandising company owned by Patriots owner Robert Kraft.
Gillette has had naming rights to the stadium since 2002, with a recently signed deal extending that until 2031.
It will rename the stadium under the GilletteLabs Stadium name once it opens for the 2023 season.
Back in 2016, Amazon had NBC add a giant virtual Amazon Echo to the ice skating rink in Rockefeller Plaza during election coverage and other brands and outlets have experimented with similar segments in the years since.