The Drum Awards Festival - Official Deadline

-d -h -min -sec


By Amy Houston, Senior Reporter

March 20, 2023 | 2 min read

The campaign is based on real, and often hilarious, reviews of the shaving brand’s products.

To bring all of its grooming features to life, Philips has released four short ads that introduce its One Blade 360 razor. In one spot, a man is bent over trying to shave his balls as his nosey (and probably traumatized) cats watch one and another shows a bearded guy struggling to decide whether to keep his facial hair or not, which leads him to do his best Hamlet impression.

Josefien Olij, production and strategy leader at Philips, said: “When reading all those reviews of people saying OneBlade is so unbelievably good, the way people review it is equally unbelievable, almost like something out of a movie.

“We quickly realized we couldn’t script these things. We wanted to create a campaign as unique as the shaver itself – one that reflects and brings to life the almost ‘too-good-to-be-true’ reviews of the shaver.”

Digital agency Dept is the creative team behind the push. “We needed to think outside of the box. During the creative process and brainstorms we had, we used the exact tension between reality and fiction that we saw in many of the reviews, which resulted in this cinematic storytelling approach for the campaign. It is great to see that looking at the films, they really are based on true reviews.”

The campaign will be rolled out from today across Europe and the US.

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Creative Works Ad of the Day

More from Creative

View all