When It Really, Really Matters

Agency: Saatchi & Saatchi

The Brief: Launch Gillette’s new male intimate trimmer and razor to the UK market.

What We Did: Avoiding the crass tone taken by our rivals, we created a witty campaign that acknowledges men’s worries about grooming “down there” and provides the reassurance that only Gillette can offer. The initial campaign was so successful it lead to a follow-up for the Olympics staring Tom Daley, comparing the jeopardy of a 10m dive in front of millions to shaving 2mm of intimate hair alone.

Results: Best selling razor in the category, with 5% of UK men now owning a Gillette Intimate razor or trimmer.

Director: Richard Hunter, Prodigious