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

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During the Chicago Bears-New England Patriots game on Monday, Oct. 24 2022, mixed reality was shown to Gillette television viewers, a sequence that included virtual structural elements and razors in virtual space.

The segment was designed to showcase Gillette’s men’s razors with an exfoliating feature that is part of the GilletteLabs brand.

It depicts the Pat Patriot mascot, entering a room, presumably somewhere inside the stadium, and flipping a giant switch that “stimulates” the mixed reality party.

Here, the view is switched to the field in front of the relaxed camera as a green wireframe-style is excited to “build” a large tower and a virtual video map of much of the northern width of the stadium.

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In an interesting twist, this mixed element is actually a 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 board and a 220-foot-tall lighthouse; a nod to the existing, smaller feature near the stadium entrance.


What is not true, however, is the ability of the Lighthouse to emit a green beam of light into the field, which is moved around a large circular step to reveal the flipped coin to the magnetic base of the razor.

Following this, giant virtual pieces of the razor fly from the northern part of the field, with some joining and others growing to form a full 3D model of the razor. The sequence also particularly emphasizes the “exfoliating bar” segment located below the shoulders due to the brightness of the green color and some flaming effects.

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It does not include any voice or narration segment, relying instead on film music and virtual action to show the product, which is convenient when it is fairly self-explanatory.

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The consequence is designed to be “in-game” to the destination to make more attention to the advertiser’s message, making it feel more like a part of the game.

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This joint venture was created in partnership with the NFL, Gillette (a division of Proctor and Gamble), the Future Future virtual production company and the Kraft Group, the sports marketing and marketing firm owned by Robert Kraft’s father.

Gillette has had the rights to the stadium since 2002, with a recently signed deal extending it through 2031.

The stadium in the name of GilletteLabs under the name Stadium opens once in 2023 season.

Back in 2016, Amazon NBC added a giant virtual Amazon Echo to the ice skating rink at Rockefeller Plaza during election coverage and other brands and outlets have experienced similar segments years later.



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