Michel Gondry Makes Sweet NFL Muscle Music for Gillette
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Gillette is getting a little artsy. The brand has tapped Oscar-winning director Michel Gondry (“Eternal Sunshine of the Spotless Mind,” “Be Kind, Rewind”) — known for his off-kilter, innovative storytelling — to direct its latest project, “Training Tracks.” The music video, one of the marketers’ last efforts from BBDO, New York, stars Denver Broncos cornerbacks Champ Bailey and Kayvon Webster, Cincinnati Bengals running backs Gio Bernard and BenJarvus Green-Ellis and former Notre Dame offensive guard Mike Golic Jr. training in the gym. As they do pushups, hit the heavy bags and jump rope, the sounds of their movements come together to form a rhythmic, beat-driven track, composed by Phil Mossman, formerly of LCD Soundsystem.
The video kicks off the NFL season and caps Gillette Deodorant’s “Built for Training” web series that provided a close-up look at the trials of NFL training camp.
For another cool sweat-meets-music effort, check out this classic from Nike and Wieden & Kennedy, Portland, and directed by Paul Hunter, which turned basketball dribbles into a sweet track.
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