Adweek- One-Handed Seahawks Linebacker Shaquem Griffin Stars in Gillette Ad Adweek- One-Handed Shaquem Griffin Stars in Gillette Spot
By Patrick Coffee | September 11, 2018
The rookie also appeared in Nike's recent 'Just Do It' campaign
Colin Kaepernick may have earned the lion’s share of press attention regarding Nike’s new “Just Do It” effort, but he was not the only athlete honored.
The 23-year-old rookie and Seahawks linebacker Shaquem Griffin was also a perfect fit for the campaign, which has proven alternately inspiring and contentious (while providing a whole lot of earned media for Nike).
Now, Gillette has chosen Griffin as the face of its new campaign, “The Best Never Comes Easy,” which is a twist on longstanding tagline “The best a man can get.”
The ad, created by Grey New York, documents some of the challenges faced by Griffin, who was born with amniotic band syndrome and later had his left hand amputated.
Fans of the 2018 Peach Bowl Defensive MVP and 2016 American Athletic Conference Defensive Player of the Year will recognize that the other boy in the spot represents his twin brother Shaquill, who plays cornerback for the Seahawks.
The scene involving the brothers and their father is in keeping with Gillette’s ongoing celebration of paternal bonding moments. Beyond the broadcast ad, this campaign includes online video, social media, public relations and activation marketing.
Sep 11, 2018