A Copywriter’s Blog

I wasn’t even going to post about this, because greater men than I have already done so. But while walking the dog this evening I thought of a reason to. Actually, I thought of five of them.

The first time I saw this ad, I naturally assumed Gillette had simply run out of money for celebrity sponsors, and was using bad 3D models to cut costs. It was only later that I discovered it was part of a full campaign that Gillette launched targeting gamers.

Epic Fail, n00bs.

I’m your demo, Gillette: a post-pubescent male gamer. I also happen to be in advertising. So let me present 5 gamer-targeting ideas that occurred to me while staring at my dog’s butt for three blocks:

1. A USB-powered electric shaver. Ideal for LAN parties.

2. A site about “game faces”, where gamers can upload photos. (ie-a guy who shaved bald and painted his face pink to match Kirby, or someone who shaved their beard to match their WoW dwarf.)

3. “Close Shaves” A daily or weekly series highlighting submitted in-game videos of close calls. Can range from clips of players sinking a 3-pointer at the buzzer to head-shotting an enemy right before they reached your flag.

4. A below-line campaign talking about how much smoother your tea-bag action is when you shave.

5. Use your same multi-million dollar sponsors, but having them discuss the importance of a close shave before having their heads scanned by 500 lasers in preparation for being rendered in all their games.

6. This isn’t an idea, and I didn’t bother to check, but I assume you ran ads in actual games. Please tell me you did. I won’t look, we’ll just all agree that you did actually run ads targeting gamers in the games they stare at for hours on end.

I’m not saying these are great. I came up with them in 15 minutes, when I wasn’t picking up poop or convincing my domesticated quadruped not to eat stray cats. If you want the good stuff, you can pay me overtime. But I feel secure in saying they’re all closer to the mark than what you’re running now.

Now if you’ll pardon me, I’ve got some pwnage to deliver.

UPDATE- Thought of two more when I woke up this morning:

7. Sponsored achievements for Steam and Xbox Live. I can’t believe I didn’t think of this one before.

8. In-game “Gillette” items. These can range from actual razors (it would be funny if it replaced your knife in Resident Evil), to game-relevant stuff that just has some of your bombastic product names on it (I’d fly a Turbo Mach3 jet).

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