BACKGROUND:
Gillette was planning its biggest launch yet for its new exfoliating razor. The main benefit of the razor is how it clears the way for smooth, uninterrupted, effortless shave.
IDEA:
Bring that benefit to life, showing the most smooth and effortless shave ever—in a way that Gillette has never done before.
EFFORT COMES EASY
PS: Gillette has historically found success with “man in the mirror” ads that simply show the guy shaving. But this was for the Super Bowl. So we pushed it further than they had ever gone before, infusing some magic into this morning routine. Almost all of the magic was shot practically. Ask me to show you some crazy BTS of the giant face they built for the macro shot.