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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 elements of a physical structure and a large razor to the virtual environment.
The segment was designed to showcase Gillette’s men’s razor with an extraction feature that is part of the GilletteLabs brand.
It shows the Patriot mascot, Pat Patriot, walking into a room, probably somewhere inside the stadium, and flipping a large switch that “activates” the mixed reality portion of the ad.
At this point, the view is switched to the field before the camera pans up as green frame style animation is used to “build” a large tower and virtual video board covering most of the width of the north side of the field.
In an interesting twist, this mixed reality feature 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 feature, a small one near the entrance to the stadium.
What is not real, however, is the lighthouse’s ability to shoot a beam of green light into the area, creating a large circular field that rotates like a coin flipped to reveal the magnetic base of the razor product.
Following this, visible pieces of the giant blade fly from the north of the field, some joining and others growing to form a full 3D model of the blade. The sequence also emphasizes the “extraction bar,” the part located under the blades due to its bright green color and other glowing effects.
The segment did not feature any voiceover or narration, instead relying on background music and on-screen visual action to showcase the product, which has the advantage of being self-explanatory.
The thread was designed as an “in-game” ad designed to try to bring more attention to the advertiser’s message by making it feel like part of the game.
This mixed reality segment was created in partnership with the NFL, Gillette (a division of Proctor and Gamble), The Future Group’s visual manufacturing company and The Kraft Group, a sports marketing and sales company owned by Patriot owner Robert Kraft.
Gillette has had the naming rights to the stadium since 2002, with a recently signed agreement extending that until 2031.
It will rename the stadium under the GilletteLabs Stadium name when it opens for the 2023 season.
Back in 2016, Amazon had NBC add a giant Amazon Echo to the ice rink in Rockefeller Plaza during election coverage and other brands and stores have tried similar pieces over the years.