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During the Chicago Bears-New England Patriots game on Monday, October 24, 2022, a mixed reality commercial for Gillette was shown to television viewers, a sequence that included the addition of virtual structural elements and a giant razor in the virtual space.
The segment was created to showcase Gillette’s men’s razor with an exfoliating feature that is part of the GilletteLabs brand.
It depicts the Patriots’ mascot, Pat Patriot, walking into 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 panned out onto the field before the camera came up, while the bright green frame-style animation was used to “build” a large tower and virtual video board spanning much of the width of the north side 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 meter tall lighthouse. a nod to an existing, smaller function near the stadium entrance.
What is not true, however, is that beacon’s ability to shoot a green beam of light into the field, forming a large circular bar that rotates like a spinning coin to reveal the magnetic base of the shaving product.
After this, virtual pieces of a giant razor fly out from the north side of the field, with some merging and others growing to form a complete 3D model of the razor. The sequence also puts special emphasis on the “exfoliation strip”, a segment located below the blades thanks to the bright green color and some glowing effects.
The segment included no voiceover or narration, relying on background music and virtual on-screen action to showcase the product, which has the advantage of being fairly self-explanatory.
The sequence was created as an “in-game” ad designed to attempt to bring more attention to an advertiser’s message by making it feel more 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 virtual production company and The Kraft Group, a sports marketing and merchandising firm owned by Patriot owner Robert Craft.
Gillette has held the naming rights to the stadium since 2002, with a recently signed agreement extending it until 2031.
He will rename the stadium GilletteLabs Stadium once it opens for the 2023 season.
In 2016, Amazon asked NBC to add a giant virtual Amazon Echo to the ice rink at Rockefeller Plaza during election coverage, and other brands and stores have experimented with similar segments in the years since.