Remington is breaking away from what it calls the ’chiselled chins’
style of most shaver advertising with new work that draws its
inspiration from the traditions and rites of African tribes.
The commercial, produced by Grey, takes its cue from a tribe whose
menfolk are said to shave only when somebody dies.
In the 30-second spot, a David Attenborough-type presenter is amazed by
the tribe’s lack of restraint when its warriors discover his Remington
Intercept shaver.
When he notices that they have all shaved, he naively asks,deg ’Who
died?’ Their telling look provides him with the answer.
The film breaks nationally on Tuesday, beginning a three-week
pre-Christmas run backed by a pounds 1 million budget. It was written by
Kay Truelove, art directed by Mike Keane and directed by Kirk Jones of
Tomboy Films. Media buying is handled by MediaCom.
The commercial was created as a response to a call from Simon Bluring,
Remington’s marketing director, for a humorous ad that would ’cut
through the plethora of advertising that is dominated by chiselled chins
and demos’.
The work marks a sharp contrast to Remington’s famous 80s campaign
featuring the company’s owner, Victor Kiam, who declared: ’I was so
impressed, I bought the company.’
Bluring added: ’Grey has developed a very strong and relevant creative
idea that gives the Remington Intercept a unique and competitive
positioning.’
