Gillette has marked the launch Gillette Club, an e-subscription initiative that sees blades regularly shipped to men, with a mafia-themed add calling on 'wise guys' to join.
Backing the new subscription service is national advertising campaign filmed in the style of a gangster movie.
The intense 1.41 second slot states ‘once you’re in the club, you’re family’ is directed by German-born Kai Schonrath, and features theatre and film actor Jordan Misfúd in the lead role.
Supported by digital film, TV, print, social, banners and online, Gillette Club enables shavers to book a constant flow of fresh razors at a frequency suitable to them.
Tina Koehler, Northern Europe brand manager for Gillette, said: “Gillette Club might feel like it’s too good to be true, but there’s no catch to it. It’s the real deal, you just have to join the club, and this campaign is here to tell that story."