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| A cutting response. | |
| by Jason Stone | |
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Director Craig Ainsley manages to land every gag in an excellent script from Pablo London to create a memorable piece of advertising for a brand badly in need of revival. While the commercials of Wilkinson Sword’s main rival may be shockingly cheesy, the relentlessness of their media spend lodges the brand in the minds of consumers as the market leader, and it’s been a while since Wilkinson Sword have done anything to challenge that idea. The use of humour to lead their new approach, especially when Gillette’s painful earnestness suggests they wouldn’t know a joke if it punched them in the face, seems very wise as it provides the campaign with the energy we’d normally associate with a challenger brand (indeed, a number of upstart start-ups in this sector have done exactly that). Any notion that Wilkinson Sword are a new kid on the block is offset by mention of their 1772 foundation. But this doesn’t undermine the sense of fun established by the rest of the ad thanks to the manner of its expression, which is entirely in keeping with the rest of the commercial’s tone. All in all, an excellent piece of work which will enhance the reputations of everyone involved… including, the client.
Product Category: Shaving Equipment (Male)
Territory: UK
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