

GILLETTE "THIS IS SHAVING"
TVC
ECDs: Jeff Stamp & Leo Savage ACDs: Jon Cochran & Brian Pluta
To launch the latest Gillette innovation of a lubrastrip before the blades for the Fusion ProShield, we decided that the best place to start was breaking the razor down into its fundamental parts. Then we added a little bit of self-deprecating humor with how many blades there are, and the results were a lot of razors sold.