The series was one big commercial! "Fast Cars and Superstars: The Gillette Young Guns Celebrity Race" was six 30 minute episodes with a one hour finale. The reality show format allowed for entertaining content where the six Gillette Young Guns taught 12 Celebrities from sports and entertainment how to race real NASCARs. The NASCAR racing platform allowed Gillette to create organic brand integration where Gillette’s values of performance, confidence and success were central to the show making it impossible to separate the brand from the content. A 360 approach with promotions, celebrity PR, and interactive broadened appeal.

$5MM in incremental sales.