Barcelona superstar Lionel Messi has been named as the new global face of Gillette’s upcoming international football ‘Inner Steel’ campaign.
The partnership also sees Gillette become a partner of the Leo Messi Foundation – the Argentine’s charity that helps create opportunities for under-privileged children.
Messi will front Gillette’s ‘Inner Steel’ campaign, which will showcase the passion and mental toughness required of football players and fans to help drive their teams to victory. Gillette defines ‘Inner Steel’ as “the mental toughness, unshakable resolve and driving will to win.”
Alongside Messi as a global ambassador, Gillette is also partnering on a local level with an elite portfolio of teams and players from around the world. England goalkeeper Joe Hart, Germany forward Thomas Mueller, Brazilian trio Oscar, Paulinho, and Lucas, Argentina striker Sergio Aguero, Chile forward Alexis Sanchez, Japan midfielder Shinji Kagawa, and Brazilian hero Pele are among Gillette’s ambassadors.
National teams Spain, Argentina, Brazil, Italy, Mexico, Venezuela, and Chile are also represented by Gillette.
To honor the ‘Inner Steel’ displayed by men on and off the field for their team’s colours, Gillette is launching a new line of Special Edition Country Razors proudly displaying national colours.
These Special Edition Country Razors are a daily affirmation of a nation that stands proudly behind its players – wearing their colours on the outside and their Inner Steel within. To mark the launch, Messi showcases his always-on mentality in the ‘Trading Places’ (#InnerSteel) video alongside Roger Federer.
The video shows Messi and Federer in a locker room, together for the first time, being transported from reality to fantasy as they pick up and use a different Gillette Special Edition Country Razor.
They experience something uniquely different each time and are confronted with challenges to their ‘Inner Steel’.
“Throughout my career I have been fortunate to have a great deal of success on the field; but I know that the strongest performances come only when you commit 100 percent to the task at hand and display the strength and mettle to give it all," Messi said.
"Inner Steel is inherent within all men. It’s the unwavering commitment and dedication to the colors of your team or country no matter what.
"Gillette is a brand that shares my resolve and determination to try to be the best and I know that together we can show men everywhere that the strongest performances come when you strengthen the Inner Steel inside and show your colours on the outside.”
Gillette Global vice president, John Mang added: “This is a new era for Gillette and Football. We are excited to partner with Lionel Messi and a stellar line up of world-class players and teams.
"These athletes meticulously hone their skills and strive for precision on the field. They are at the top of their sport and their passion to be their best, is an inspiration to us all.”
Inspired by these world-class football ambassadors and national teams, throughout the Inner Steel campaign, Gillette will be encouraging football fans across the globe to show and share their Inner Steel and support of their nations colours by asking men everywhere to demonstrate that they, like Gillette, are Made From Steel, Driven by Their Colours.
