Sunset+Vine helping to revive Gillette World Sport show
Sunset+Vine and Gillette have announced plans to bring back Gillette World Sport. Sunset+Vine will produce and distribute 52 shows per year, the first of which will be transmitted in January 2015.
The programme will go live across all media platforms and be supported by a comprehensive social media campaign.
Gillette’s relationship with Sunset+Vine dates back to 1984 when Gillette World Sport was first devised. Its creation heralded a new era of global branded content for television audiences. The new programme will cover global sports and lead with a strong focus on precision in sport – a narrative demonstrating how technology, natural talent and cutting edge training techniques can make the difference between winning and losing.
Jeff Foulser, chairman of Sunset+Vine, comments: “Gillette World Sport holds a special place in the history of sports programming, as well as in the success story of Sunset+Vine. It’s a show that became an essential part of weekly sports viewing for literally millions of people around the world.”
Ian Sollors, head of branded content at Sunset+Vine, adds: “It’s great to renew our relationship with Gillette and bring to life their unique take on sport. The new weekly Gillette World Sport will be totally re-imagined and re-invented for today’s global audience, providing a unique precision based insight into the sports we love. Our intention is to get under the skin of modern day sport, looking at key aspects that have never really been done justice to before.”
Francesco Tortora, Gillette global brand director, comments: “This great show helped us build Gillette’s undisputed heritage in sports. At its peak, Gillette World Sport was watched by millions in over 100 countries around the world, and we’re delighted to bring it back. Gillette’s business is built on precision engineering, where attention to detail makes the difference between good and great. The new Gillette World Sport will be produced through the lens of precision, bringing men a unique view on all their favourite sports from around the world.”
Gillette World Sport originally started out in 1984 as a 16-part one-hour series bringing viewers the best sporting highlights from around the world. It quickly grew into a weekly half an hour magazine show that mixed the best sporting highlights and features that was aired in over 180 territories at its peak.