Gillette will be debuting a reality TV show this summer tied to its sponsorship of six NASCAR drivers.
The series, called Fast Cars and Superstars-The Gillette Young Guns Celebrity Race, will feature the drivers and 12 celebrities.
Six one-half hour episodes will show the Young Guns training the celebrities on what it takes to drive a racecar. An hour-long finale pits the celebrities against one another during a time-trial race. The programming will run on ABC sometime this summer, said Mike Norton, a spokesperson for Gillette.
“We were trying to think of ways to expand that relationship with the Young Guns and tie that relationship and overall awareness more closely to the consumer target,” he said.
The idea came through work with its ad agency, BBDO. The plan was then pitched to ABC, which agreed to do it and run it this summer, Norton said.
Retail promotions will support the programming.
The celebrities include: Tony Hawk, Jewel, William Shatner, Krista Allen, Ty Murrary, John Salley, John Elway, John Cena, Serena Williams, Gabriel Rece, Laird Hamilton and Bill Cowher.
Filming has already wrapped.
The Gillette brand is embedded in the show, including branding on racecars and fire suits worn by the celebrities and on-track signage. Gillette TV spots will air during the programming.
Gillette has sponsored the six Young Guns since 2004. They are: Jimmie Johnson, Ryan Newman, Carl Edwards, Kasey Kahne, Kurt Busch, Jamie McMurray