Best Picks
Football loyalty starts before kickoff. And carries into the commercial break.
For the 2025–2026 NFL season, Gillette launched custom razors for 12 NFL teams. To introduce the lineup, we teamed up with Hall of Famers and broadcast icons Troy Aikman and Tony Gonzalez.
Airing during Monday Night Football and Thursday Night Football, our spots were designed to feel like viewers were returning to game coverage. Familiar faces. Football analysis. Picks for the teams actually playing. Only this time, Troy and Tony were picking razors.
The campaign extended across online video and social, bringing team pride into fans’ daily routines.
We created 30 TV and online video spots tailored to the teams and rivalries taking the field. Matchup-specific creative ran during Monday Night Football and Thursday Night Football, with geographic targeting delivering team callouts to local fanbases.
Custom matchups for Monday Night Football and Thursday Night Football.
Geographically targeted team callouts that spoke directly to local fans.
Troy and Tony brought the picks to their own feeds, partnering with Gillette on collaborative posts to tease and reveal the special edition razors.
Not a Hall of Famer yet. Patriots quarterback Drake Maye joined the lineup with social content featuring New England’s razor, giving fans another reason to back their team.
Across organic and paid social, we spotlighted the lineup, giving fans a closer look at the razors made for their teams.