New England Patriots head coach Bill Belichick held a press conference today to address his role in the #DeflateGate controversy currently overtaking sports websites across the country. Predictably, Belichick denied any foreknowledge of the incident, and assured reporters that he was working closely with the NFL to get to the bottom of the issue.
However, Belichick wasn't the only thing that viewers had their eyes trained on throughout the meeting. As many a person on Twitter pointed out, Belichick was backed by some rather interesting advertising during the presser: Gilette's #Flexball tag, a social media campaign to promote their new shaving technology.
Of course, in the context of #DeflateGate or Ballghazi or whatever you'd prefer to call it, #Flexball isn't the timeliest item to have associated with your team.
But, as they always do, Twitter took notice, both applauding and burning Gilette for their PR faux pas. Or was it genius? Eventually, the phrase became so popular that it was the No. 2 trending topic in the United States.
If anything, Gilette is probably patting themselves on the back right now. As they say, any press is good press.
Anyone else appreciate the #flexball backdrop at Belichick presser today? Now that's some good brand placement #gillette #sportsbiz
— jonniemuth (@jonniemuth) January 22, 2015
The irony of the #Belichick Press conference is the #Flexball banner in the background. #DeflateGate #NFL pic.twitter.com/5nNAhcyrah
— Kyle Harms (@kylejharms) January 22, 2015
Great moments in sponsorship #DeflateGate #flexball #SuperBowlXLIX pic.twitter.com/dW8a6HiFvg
— smNolan (@smnolan) January 22, 2015
Wow not only are the #Patriots bad at cheating they are also bad at press conference hash tags. #flexball pic.twitter.com/L796WrAHex
— Steve Sturniolo (@sturnist) January 22, 2015
Gillette #flexball exposure from Belichick presser (as of 10:30a): 1,289 posts, 11M impressions. #DeflateGate pic.twitter.com/cjEWaWKarr
— Jim Delaney (@activate) January 22, 2015
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