The 60-second spot for the Mach3 Turbo shaving system is the first Gillette advertising on the Super Bowl in 10 years and will run during the third quarter of the game.
The ads mark a return to brand ads after several years of solid product advertising for its Mach3 range.
The campaign includes 60-second and 30-second executions created by BBDO New York, featuring lifestyle vignettes Gillette hopes will resonate with men through themes of inspiration, confidence and masculinity.
Peter Hoffman, president of blades and razors at Gillette, said: "The Super Bowl offers the ideal venue for Gillette to reintroduce this powerful theme and strengthen its emotional connection with millions of men during one of the most highly charged sporting events of the year."
The Super Bowl advertising kicks off a Gillette branding campaign that will run throughout 2004. Following the debut during the Super Bowl, the new advertising will appear on prime-time, late-night sports and cable entertainment.
The company introduced the "Gillette. The Best a Man Can Get" strapline in 1989 to launch its Sensor shaving system.
Last week Gillette announced the launch of M3Power, its pulsating model powered by batteries. It launches in North America in May backed by a marketing campaign that includes television, print, radio, internet, in-store promotions and direct mail.
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