Remington rejects customary shots of chin in shaver spot

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.’

This article was first published on Campaign