CAMPAIGN DIARY: Why Laser duo took it on the chin for Gillette

There is little people won’t do to help out a client or advertiser.

There is little people won’t do to help out a client or


After all, it’s only polite ...

Take Mick Desmond and Phil France, Laser’s chief executive and managing

director. Along with Matt Shreeve, sales controller at Channel 4, they

volunteered to be guinea pigs at the launch of a Gillette razor.

They assumed that all that would be required would be a few photos and a

speech. But before the launch, planned for Tuesday, they were told by

Gillette that they were to be shaved on stage in front of an audience of

25. So the three then allowed their stubble to grow for a few days to

allow prospective users to see how well the razors worked.

Tuesday came and at the Landmark Hotel the trio had their chins shaved

by a professional barber. Happily, the razors didn’t slip.

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