Tired of other brands like Philips Norelco getting all the plaudits for groundbreaking and edgy work, Gillette has decided to get in to the “sex sells ” game.
How have they done it? With a played-out green screen website that “teaches” guy how to kiss via a female teacher with her shirt halfway open (subtle, that one) and a creepy old man who may very well own a windowless white van.
Needless to say, I’m not particularly high on this idea.
First, Gillette is a little late to the game with this “shaving will get you laid” idea, but they are always late to the game…and presumably, with their 78 share, they don’t care that they are either.
I care.
Second, this microsite simply isn’t as clever or fresh as the Philips Norelco one that memorably used kiwis to illustrate, er, hard to reach places. Instead of offbeat humor, Gillette gives you a woman showing you half of her bra. Not that I am against the occasional bra shot, it’s just that it’s poor advertising.
Besides, everyone in this demo knows that it’s Axe body spray that gets girls to take their shirts off…
