Young gunners

Gillette and NASCAR give users a taste of life in the fast lane.


agency: Proximity Canada
client: Gillette
CD: John Gagne
associate CD: Ari Elkouby
copywriters: Brian Groves, Ryan Lawrence
ADs: Graham Ameron, Michael Farley
project managers: Amber Richardson, Phelia Wong, Jube Dhingra
flash developer: Shayne Jackson
account management: Cory Smythe, Brent Dunn

With the help of Proximity Canada and BBDO New York, NASCAR and Gillette have teamed up to create the Gillette Young Guns Challenge, a co-branded site meant to hype up the launch of the Gillette Fusion Power Gamer razor in the US. From the media frenzy in the pit to the final race, users experience everything in 3D (we’re not sure if that includes the scantily clad models and the champagne, but it darn well should).

The player with the best time wins a VIP trip to a NASCAR race and a chance to hang with one of the Gillette Young Guns such as Carl Edwards and Kyle Busch. Sounds like a sweet deal. Makes us wish for a split second that we were American. But then again, we’ve got the hockey and the Timbits and the better bacon…