Last Friday in Boston, P&G sent a rather large-scale good luck message to some of the Team USA athletes who also happen to be pitchmen for the company’s Gillette brand, namely swimmer Ryan Lochte and sprinter Tyson Gay. Boston Harbor was the venue for a light and water show that included 60-foot holograms, screens of water vapor, the music of M83 and was the result of a collaboration between Proximity, BBDO, Ketchum and Klip Kollective. Not sure if it’s just us, but this ambitious efforts reminds somewhat of last year’s experiential Carmelo Anthony Air Jordan launch in New York…or maybe it’s just us. Anyhow, the effort helped kick off an Olympics-themed campaign called ” Get Started,” which features a spot that also includes fellow Gillette pitchman Roger Federer.
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