Tim McGraw is one of the superstar artists in Gillette’s new Uncut digital documentary series, premiering later this month. Shot by renowned music filmmaker/photographer Danny Clinch, the series shows McGraw, will.i.am (Black Eyed Peas), Mark Hoppus (Blink-182) and the All-American Rejects ft. Tyson Ritter backstage at their concerts getting ready for the show.
This kind of branded entertainment is growing increasingly popular; tying stars and stories in with products.
Gillette will also launch “Shave Like a Rock Star,” a series of tongue-in-cheek shaving tutorials hosted by each artist on its Web site. The Gillette Uncut campaign will be supported by a broadcast television partnership with Fuse TV, print ads, and web partnerships.