Gillette is taking its Young Guns group of marketable NASCAR racers beyond the 30-second commercial and into reality TV. The razor maker is producing a prime-time reality show called Fast Cars and Super Stars: Gillette Young Guns Celebrity Race. The show is slated to air on ABC in June leading up to the NBA Finals. The show will follow members of the Young Guns, such as Kasey Kahne and Kurt Busch, as they train other celebrities, including skateboarder Tony Hawk and surfer Laird Hamilton, to become race-car drivers. The series will be made up of six 30-minute episodes and a one-hour finale. The show gives Gillette, which is a unit of Procter & Gamble, valuable branding throughout the series.(Boston Herald)(3-13-2007)
