JWT embarks on Wilkinson Sword digital campaign

By Matt Williams, brandrepublic.com, Friday, 30 April 2010 03:50PM

LONDON - JWT London is launching a new online campaign for Wilkinson Sword, which aims to provide men with helpful tips on the best ways to remove hair from their body.

Wilkinson Sword: launched microsite with grooming tips

Wilkinson Sword: launched microsite with grooming tips

The microsite,  due to go live today at www.hairoffmystuff.com, contains a series of humorous instructional videos for men who want to 'get hair off their stuff', in order to look more attractive to women.

The three-minute videos aim to disarm men who may have previously felt awkward about shaving hair off any body part other than their face, by promising that a Wilkinson Sword razor "will be easier to find and handle".

The instructional videos cover all of the major body areas – showing men how to get 'Hair off the front', 'Hair off the back', and 'Hair off the nuts and bolts'.

The digital campaign follows a TV ad, released by Wilkinson Sword last week, that shows a razor shaving away buildings in New York in order to create Central Park.

Jeffrey Chapman, the global director of brand communications for Wilkinson Sword, said: "We set out to use a light sense of humour and a range of charming stories to help men understand that body grooming is something that most guys could benefit from."

This article was first published on brandrepublic.com

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