Gillette has launched an unusually playful promotional campaign tied to the June 14 release of the new movie, "Man of Steel" which poses the question; "How does Superman shave?"
The popular men's grooming company is soliciting fan theories via HowDoesHeShave.com and rolling out related Web videos from five superhero enthusiasts: "Man of Steel" director Kevin Smith; "Mythbusters" co-hosts, Adam Savage and Jamie Hyneman; Bill Nye 'the Science Guy'; and Mayim Bialik, real-life neuroscientist and "Big Bang Theory" actress.
Fans will be asked to vote for their favorite theory which include burning off the beard with heat vision or possibly just blowing all the whiskers away with one puff of superhuman breath.
"The idea is to bring the brand to life in new ways," said Elliott Wilke, Gillette's North American brand manager. "We are definitely the best a man can get, but the best Superman can get? We wanted to hear from the superfans."
Gillette joins a long line of other "Man of Steel" promotional partners including Wal-Mart Stores, Twizzlers, the National Guard, and Hardee's/Carl's Jr. fast food restaurants.
“Man of Steel” stars Henry Cavill as Superman in the film from director Zack Snyder. The film also stars three-time Oscar® nominee Amy Adams (“The Fighter”) as Daily Planet journalist Lois Lane, and Oscar® nominee Laurence Fishburne (“What’s Love Got to Do with It”) as her editor-in-chief, Perry White. Starring as Clark Kent’s adoptive parents, Martha and Jonathan Kent, are Oscar® nominee Diane Lane (“Unfaithful”) and Academy Award® winner Kevin Costner (“Dances with Wolves”).
Squaring off against the superhero are two other surviving Kryptonians, the villainous General Zod, played by Oscar® nominee Michael Shannon (“Revolutionary Road”), and Faora, Zod’s evil partner, played by Antje Traue. Also from Superman’s native Krypton are Lara Lor-Van, Superman’s mother, played by Julia Ormond, and Superman’s father, Jor-El, portrayed by Academy Award® winner Russell Crowe (“Gladiator”). Rounding out the cast are Harry Lennix as U.S. military man General Swanwick, as well as Christopher Meloni as Colonel Hardy.
“Man of Steel” is being produced by Charles Roven, Emma Thomas, Christopher Nolan and Deborah Snyder. The screenplay was written by David S. Goyer, from a story by Goyer and Nolan, based upon Superman characters created by Jerry Siegel & Joe Shuster and published by DC Comics. Thomas Tull and Lloyd Phillips are serving as executive producers. “Man of Steel” is slated for release on June 14, 2013 and will be distributed worldwide by Warner Bros. Pictures, a Warner Bros. Entertainment Company.
