The Score draft pick: Gillette

Gillette is calling up some fresh-faced rookie sports reporters to the big leagues. Gillette Drafted: The Search for Canada's Next Sportscaster is a new short-form show that premiered on The Score last month. It's the brainchild of Gillette parent co Procter & Gamble and media AOR MediaCom, who pitched the idea to Score Media.

Gillette is calling up some fresh-faced rookie sports reporters to the big leagues. Gillette Drafted: The Search for Canada’s Next Sportscaster is a new short-form show that premiered on The Score last month. It’s the brainchild of Starcom MediaVest, which worked with Gillette parent co Procter & Gamble. Media AOR MediaCom was then briefed and pitched the idea to Score Media.

‘Gillette has had more than 100 years of collaboration with high-profile sports. Programs like the Gillette Champions and a partnership with WWE champion John Cena are just a few,’ says Pamela Baillie, P&G Beauty and Grooming ER manager. ‘Combining that sports legacy with the idea that Gillette’s grooming products help men be well-kept, well-groomed and confident in real-life scenarios, hosting a reality-based sports program was a natural fit.’

Targeting males 18 to 49, Drafted follows a group of wannabe sportscasters as they compete for a coveted one-year contract with Score Media to become a multi-platform sportscaster. A one-year spokesperson stint with Gillette is also part of the prize package.

The contestants audition in the first three weeks and are narrowed down to a group of five finalists who go head-to-head in a series of elimination-style challenges, with the winner announced on Dec. 11.

Gillette’s exclusive sponsorship includes prizing, a ‘graffiti wall’ studio backdrop, ads on Drafted.ca and product integration as contestants freshen up before stepping in front of the HD camera.

The show features a unique eight-minute daily format, designed to fit in The Score’s nightly highlight-based programming. With daily and weekend repeats, Drafted will air over 40 times a week. ‘We created smaller, packaged doses of reality TV more suitable to the target’s viewing habits,’ explains Stephany Lynch, director, sales and promotions, The Score.

The media buy includes OOH, radio tags and promos, daily and commuter print ads and TV spots. Drafted will also be plugged across Score Media’s own web, radio and on-air properties.