Procter & Gamble-owned razor brand Gillette pokes fun at its own product range in a spoof ad for a new 80 blade razor, the Gillette MagmaCore Extreme. The campaign comes ahead of a real product launch for the Gillette Fusion ProGlide.
The new ad, which is set at the centre of the Earth way back at the down of time, shows a muscle-bound blacksmith hammering giant blades in pursuit of “man’s noblest goal…shaving perfection”. The fictional razor has blades “thinner than a single atom”, which cause hairs to “wilt” in the face of its strength.
The spoof ad aims to tackle the perception that Gillette adds new blade every time it launches a new razor. It will direct users to the brand’s Facebook group, which includes information about the new launch – which, Gillette claims, has seven new innovations but no more blades.
James Nunn, brand communications manager, said, “There is invariably a degree of cynicism regarding number of blades when we launch a new razor, so this time we’ve decided to embrace the cynicism by humouring ourselves. The message behind the advert is emphasised by our billboard campaign where posters state, ‘We Will Not Be Adding More Blades’.”
Meanwhile, the real ProGlide campaign will feature a change in strategy for brand and will feature real men, who have taken the ProGlide Challenge, alongside brand ambassadors Jonny Wilkinson and Brian O’Driscoll. It is also encouraging people to post their thoughts about the real new product on Facebook and Twitter.