Right Guard Signs Kevin Love For 'Total Defense 5' Push
The "honor" was not random. Love has signed a deal to become marketing spokesman for the brand's new Right Guard Total Defense 5 Body Wash line. Financial terms were not disclosed.
The alliance is being anchored by a campaign, "Love in the Shower," which includes TV and Internet. Integration also includes product placement on ESPN shows and a SportsCenter mention in the Love commercials.
In two spots, Love is seen in the shower of a fan, who is nonchalantly brushing his teeth. In "Towel Toss," the guy's wife walks in and asks, "What's Kevin Love doing in our shower?" "Trying my new Right Guard Body Wash," the guy replies. Love then asks for a towel and the guy throws one at him.
In the second, "Loofah Love," the guy's wife again walks in and asks, "What is Kevin Love doing in our shower?" Love himself replies, "Loofah, I love it" as he scrubs his back.
A voiceover in both offers, "Start you day right with new Right Guard Body Wash. People will then be able to vote on their favorites from May 16 23, the five best of which will actually be included in re filmed versions of the spots. (Full details here.)
Right Guard previously had a multi year marketing deal with NBA all star guard Chris Paul, which was signed in 2008 and has since expired.
Love also has a deal with Nike basketball.
Right Guard said it selected Love "based on his determination to hit the showers immediately after practice and encourage his fellow teammates to leave the stink on the court."
"Guys don't want someone on their team who literally stinks," Love said in a statement. "I appreciate that Right Guard recognizes my efforts to smell great even after a day on the court."
Love, who was drafted by the Minnesota Timberwolves out of UCLA in 2008, was named to the NBA All Star Team in 2010 11. During the season he racked up a 53 game double double streak, the longest such mark since the NBA ABA merger in 1976.
"We admire Kevin for his hard work on the court, in the gym and in the locker room," said Toby Gubitz, vp marketing for Right Guard. "He strives to be a better player and embraces a team mentality by always smelling his best."
The Right Guard Total Defense 5 Body Wash line includes Refreshing, Cooling and Hydrating variants.
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