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During the Chicago Bears-New England Patriots game Monday, Oct. 24, 2022, a mixed reality ad for Gillette was shown to television viewers, a sequence that included the addition of virtual structural elements and a giant razor in virtual space.
The segment was designed to showcase Gillette’s men’s razor with the exfoliating feature of the GilletteLabs brand.
It depicts the Patriot’s mascot, Pat Patriot, entering a room, presumably somewhere inside the stadium, and flipping a giant switch that “activates” the mixed reality portion of the ad.
At this point, the view shifts 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 that spans most of the width of the northern part 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 stadium renovation that will add a 22,000- square foot video board and a 220-foot tall lighthouse, a nod to an existing, smaller section near the stadium’s entrance.
What is unreal, however, is the lighthouse’s ability to shoot a green beam of light into the field, forming a large circular dice that spins like a coin flipped to reveal the magnetic base of the razor product.
After this, virtual pieces of a giant razor fly out from the north side of the field, some of which join together and others grow to form a perfect 3D model of the razor. The sequence also places special emphasis on the “exfoliating bar,” a feature located under the blades thanks to its bright green color and some glowing effects.
The feature does not include any voiceover or narration, relying instead on background music and on-screen virtual action to showcase the product, which has the advantage of being relatively self-explanatory.
The sequence is designed as an “in-game” ad designed to try to bring more attention to an advertiser’s message by making it feel more like a game.
This mixed reality segment was created in partnership with the NFL, Gillette (a division of Proctor and Gamble), The Future Group virtual production company and The Kraft Group, a sports marketing and merchandising firm owned by Patriot Robert Kraft.
Gillette has had the naming rights to the stadium since 2002, with a recently signed agreement extending it 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 features in the years since. .