Gillette Deodorant is built for training. So no matter how extreme your workout gets, you can give everything and smell nothing. In this spot a young man challenges a taxi driver to a race across the city. The race comes to an abrupt stop when a young lady hails the taxi. The runner, confident that he doesn't smell, is able to get close and open the car door for her like a gentleman.

For the first time in America, Gillette was talking with the people, and not to the people. We got the nation to chime in on what they truly find kissable, and gave them a platform to air their honest views. This was a refreshing new approach by a brand that had earlier vilified stubble without room for dissent. The 16-city experiment enabled trial of Gillette products as participants shaved using them. Gillette gained a perception of authenticity by facilitating two-way conversation. By enabling romance, Gillette was living up to its brand promise of “the best a man can get.”

K.I.S.S. achieved 1.8 billion media impressions, 50% higher than our target of 1.2 billion. Social media engagement was 2%, double our target of 1%, and over four times our historical engagement of <0.5%. Resonance was 10X (for every paid impression, there were 10 earned impressions). 43,000 research participants voiced their views. Our online video content received over 2.5 million views. Kissandtellus.com achieved 338,000+ page views and 25,000+ coupon downloads. 30+ million non-participants were exposed to the K.I.S.S. communication via social media.