Wilkinson Sword, a titan in the shaving industry for over 250 years, is making waves with a fresh and funny campaign titled “The Blade Masters since 1772.” This innovative approach marks a shift for the brand and is poised to grab attention across 29 European markets.
A Sharper Take on Shaving
Gone are the days of awkward celebrity bathroom endorsements. Wilkinson Sword’s new campaign, crafted by the creative agency Pablo, throws a razor-sharp jab at the traditional shaving ad. Enter The Blade Master, a mysterious and sophisticated figure who stars in three hilarious short films directed by Craig Ainsley.
Through witty comparisons, The Blade Master exposes the perils of dull razors. Imagine a bartender who can’t pour a straight drink, a doctor lacking a medical degree, or a waiter trained by monkeys. The message is clear: a quality blade is essential, and Wilkinson Sword boasts unparalleled expertise in that department.
This campaign cleverly targets a younger audience, particularly men aged 18-34 who are likely tired of the same old shaving ad tropes. By embracing humor and leveraging its long history of blade innovation, Wilkinson Sword aims to inspire a more masterful shaving experience, all with a healthy dose of lightheartedness.
Heritage Meets Innovation
The foundation of this campaign lies in Wilkinson Sword’s rich heritage and unmatched blade-making skills. Strategic consultancy Where Magic Happens unearthed this key differentiator, delving into the brand’s extensive history to showcase its unwavering commitment to performance and cutting-edge technology.
“The men’s shaving industry has become stagnant,” says Sophie Rock, Head of Brand for Wilkinson Sword at Edgewell. “We needed to break the mold and engage with men in a fresh and exciting way. We’re thrilled to introduce this campaign, which taps into our heritage in a modern, compelling, and disruptive way to truly shake things up in this category.”
Global Reach, Local Impact
To ensure the campaign resonates across diverse countries, Pablo collaborated with Flawless, a globally recognized AI film company. Utilizing Flawless’ cutting-edge TrueSync™ technology, they “vubbed” (visually dubbed) the English films into French and German, allowing The Blade Master to speak directly to international audiences with perfect lip-syncing. This innovative approach maximizes the campaign’s impact on a global scale.
A Campaign with a Cutting Edge
The “The Blade Masters since 1772” campaign will launch in the UK, supported by VOD, online, and OOH advertising. Media planning and buying are handled by VCCP in the UK and Wavemaker in Germany and France.
Dan Watts, Executive Creative Director at Pablo, shares his enthusiasm: “It’s been a delightful experience collaborating with Wilkinson Sword. We’re excited to continue creating sharp, surprising, and entertaining work with the team, and of course, The Blade Master.”
The Final Shave
Wilkinson Sword’s latest campaign is a testament to creative brilliance. It seamlessly blends tradition with lighthearted storytelling, captivating a new generation of grooming enthusiasts. Keep an eye out for “The Blade Masters since 1772” as it injects a creative edge into razor blade marketing across Europe.
