Gillette's UK Adverts: The Celebrities Fronting Recent Campaigns

Gillette's UK advertising strategy in 2025-2026 has focused on partnerships with prominent figures from sport and entertainment, moving beyond simple product endorsements to align the brand with messages of mentorship, health, and performance. The most recent campaigns feature Olympic diver Tom Daley, alongside long-standing ambassadors and football legends Ian Wright and Raheem Sterling, who are involved in various community-focused initiatives.

Tom Daley Fronts Body and Intimate Grooming Range

In one of its most significant recent partnerships, Gillette named Olympic gold medallist Tom Daley as the brand ambassador for its Body and Intimate grooming range in July 2024. The campaign launched ahead of the Paris Olympics and focuses on the importance of preparation and confidence in achieving peak performance. The collection, which includes a trimmer and a razor designed for sensitive areas, launched in September 2023.

Daley, a prominent advocate for LGBTQ+ rights and mental health, commented on the partnership, stating, “Confidence and performance go hand in hand... Feeling smooth and knowing you're ready to make that perfect rip entry helps to get you into the competition mindset, so partnering with Gillette Body & Intimate just made sense.” Callum Wood, Gillette's Brand Director for the UK & Ireland, added that Daley was a natural fit for the campaign, which targets the growing number of men who groom their bodies for sport and performance.

Ian Wright: A Focus on Mentorship and Men’s Health

Arsenal legend and broadcaster Ian Wright remains a central figure in Gillette's UK marketing, leading campaigns that emphasise positive role models and men's health. His work extends across several initiatives, often in collaboration with his son, former footballer Shaun Wright-Phillips.

Movember and ‘Be A Men’s Health Hero’

Gillette has a long-standing partnership with the men's health charity Movember, and Wright is a key ambassador for their joint campaigns. For the Movember 2025 season, Gillette encouraged men to become a 'Men's Health Hero' by growing a moustache to raise funds and awareness. Content for the campaign featured Ian Wright alongside his son Shaun and fellow pundit Jamie Carragher, discussing the mental health challenges they faced during their careers.

Football Beyond Borders Partnership

Wright is also heavily involved in Gillette's work with Football Beyond Borders (FBB), an education charity that supports young people from disadvantaged backgrounds through football. This multi-year partnership funds programmes that provide mentorship and stability. In July 2025, Wright presented the 'Trusted Adult of the Year' award at the 'Champions for Change' event, which honoured the charity's practitioners. Wright has also appeared with his son at promotional events, such as a Superdrug in-store day where for every special edition Gillette Labs razor sold, a donation was made to FBB.

Footballers and Influencers for Gillette Labs

The Gillette Labs product line, which features an exfoliating razor, has been promoted through collaborations with a mix of footballers and digital content creators to reach a younger audience. A 2022 campaign featured Ian Wright in a '24 Hour Assistant' video with YouTube creator Chunkz. The film culminated in a football masterclass with then-Arsenal midfielder Emile Smith Rowe and YouTuber ChrisMD.

England international Raheem Sterling is another key ambassador for the Gillette Labs brand. He has featured in the brand's 'Made of What Matters' campaign, which aims to inspire young men by highlighting the values that drive role models on and off the pitch. Sterling also appeared alongside Ian Wright and comedian Michael Dapaah in a YouTube series called 'BreakTime', discussing the importance of taking breaks from daily pressures.

The Strategy: From ‘The Best A Man Can Get’ to ‘The Best Men Can Be’

Gillette's use of well-known figures is part of a broader brand evolution. The company has moved to align itself with conversations around modern masculinity, a shift that gained global attention with its 2019 'We Believe: The Best Men Can Be' campaign. That advert addressed issues like bullying and the #MeToo movement, reframing the brand's famous tagline to challenge men to be their best selves.

This purpose-driven approach continues in the UK through partnerships with organisations like Movember and Football Beyond Borders. By selecting ambassadors like Ian Wright and Tom Daley, who are known for their advocacy and for being positive role models, Gillette aims to build credibility that extends beyond product features. The strategy focuses on showing, rather than just telling, what 'The Best A Man Can Get' means today. New campaigns and partnerships are typically announced on Gillette's official UK social media channels and amplified by the celebrities themselves.