Throwback Thursday: Before Antonio Sabato Jr. was dancing on “Dancing with the Stars”…he was promoting razors!

Throwback Thursday: Before Antonio Sabato Jr. was dancing on “Dancing with the Stars”…he was promoting razors! 450 690 Darcy L Bouzeos

In 1998, Schick was launching a new razor.  Its PR firm at the time Porter Novelli, devised the creative concept of having two celebrities “coach” two young NBA players in the art of shaving.

DLB was asked to recommend two male celebrities who would appeal to young, male demographics and we suggested and secured Antonio Sabato Jr. and Spike Lee.  Sabato Jr. was the handsome and popular Calvin Klein model and former bad boy on “Melrose Place” and Spike Lee, of course, was infamous for sitting courtside at the New York Knicks’ games taunting the opposing teams.

Sabato Jr. and Lee communicated the key messaging in a fun, entertaining fashion and enhanced the launch of Schick’s new product.

Here is an example from almost twenty years ago that showcases how celebrities who align and appeal to a brand’s target demographics can add value and excitement to marketing efforts.

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