Procter & Gamble partnership in the 2012 Olympics is being played out in Gillette sponsorship of TeamUSA swimmer Ryan Lochte, the winner of the 400m individual medley final in which Phelps finished fourth. Lochte appears in a range of Gillette commercials alongside other brand ambassadors, including a Father’s Day special, but has two commercials all to himself: “Cap” and his version of “Mind Games”.
What’s in a swim cap? If you’re Ryan Lochte, it’s all a part of getting ready to win. Click on the image below to play the Cap video in YouTube (HD)
Click on the image below to play the Mind Games video in YouTube (HD)
The Ryan Lochte campaign was developed at BBDO New York, by creative directors Jon Krevolin and Toygar Bazarkaya, creativers Allison Baker and Evan Freitas, agency producer Bobby Jaques.