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ADVERTISING CAMPAIGNS

Editor’s Pick. King of Shaves ‘Evolution’

Agency: Hooper Galton

Client: King of Shaves

King of Shaves, the British Shaving company, will be launching its first ever television advertising campaign tomorrow (September 29 2009), to support the sale of its new and multi-award winning 'Hybrid Synergy' system razor, the Azor.

With over £1 million in media investment, the campaign will air on Sky Media (Sky 1, Sky Sports 1, 2, 3), Dave, Dave Ja Vu, ITV2 & ITV4 - with an emphasis on key sporting events such as the Champions League and Guinness Premiership.

Tying in with major retailer trade promotions, the 32 day campaign will run in two installments - the first starting on September 29 until October 18 and the second between November 16 to 29.

The 30 second, animated advert tells the story of the 'The Evolution of Modern Shaving', with Charles Darwin evolving into a clean shaven modern man.

A definitive break from tired, traditional razor ads, the messaging focuses on the advanced technology of the razor, emphasising the 'Bendology Technology' of the Azor.

Following a successful outdoor and radio Azor campaign earlier this year, creative agency Hooper Galton was again appointed by King of Shaves to create the ads.

The agency enlisted Passion Pictures - the production company behind ComparetheMarket.com's 'Meerkats' and Sony Bravia's 'Play Doh' campaigns - and Stockholm based directors againstallodds to develop the advert's distinctive animation style.

All media was bought and planned by leading independent media agency, John Ayling & Associates.

"This campaign firmly positions King of Shaves' new Azor as the razor of choice for generation now, not generation then, zagging in the face of the dated, macho, hackneyed, cheesy campaigns run by our competitors,” said Founder of King of Shaves, Will King.

AJR
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