- GilletteLabs names Spanish creator DJMaRiiO as the face of its GilletteLabs Body launch in Spain.
- The campaign "Que una depilesión no te deje fuera de juego" uses football humor to tackle body-specific shaving mistakes.
- Agency VML Spain built the campaign around Kantar data showing 60%+ of Spanish men groom body hair with tools made for the face.
- The deal marks DJMaRiiO's first major move into the personal care category, adding to a busy 2025-2026 endorsement run.
Gillette has tapped Spanish content creator DJMaRiiO to front the Spanish launch of GilletteLabs Body, its new body-specific grooming range.
The campaign, “Que una depilesión no te deje fuera de juego,” leans on football language to poke fun at a common problem: men using face razors on their bodies.
Built by ad agency VML Spain, the campaign cites Kantar data showing more than 60% of Spanish men shave or trim body hair, yet most still reach for tools designed for the face rather than gear built for rougher terrain.
DJMaRiiO, real name Mario Alonso Gallardo, built his following on FIFA content and now serves as an official EA Sports FC commentator. He’s also a brand ambassador and investor in esports and the football club Dux Gaming.
The Gillette deal caps a busy stretch for the creator: he won Burger King’s “Grand King” title in July 2025, and appeared alongside David Villa in Lay’s 2026 FIFA World Cup watch-party campaign this June.
For Gillette, DJMaRiiO joins a roster that’s long included tennis legend Roger Federer and Olympic diver Tom Daley, who fronted the GilletteLabs Body & Intimate range in 2024.
The push fits a wider men’s grooming trend: Anthony Joshua became the face of Wilkinson Sword’s Quattro 4 razor launch, while beauty brands like Naturium have leaned on creators such as Bretman Rock to sell body-care lines through authentic, community-driven storytelling.
Takeaways
Gillette isn’t just translating a global campaign into Spanish, it’s building something culturally native, using football slang and humor timed around the 2026 World Cup buzz.
Choosing a FIFA-content creator over a footballer also signals the brand is chasing younger, digitally native shoppers who trust creators over traditional athlete endorsers.
For DJMaRiiO, this is a category expansion. He’s built his commercial portfolio on gaming, esports, and fast food deals, personal care is new territory, and a legitimizing one at that.
Does creator-led humor land better with younger male shoppers than athlete-fronted grooming ads?Could this open the door for more streamers and gaming personalities to enter beauty and personal care? Is this a one-off activation, or the start of an ongoing GilletteLabs relationship with DJMaRiiO?
