A year following the introduction of The Art of Shaving's highly-successful 'The Brotherhood of Shaving' print and outdoor advertising campaign which established a manifesto for men dedicated to the ritual of achieving the perfect shave, the P&G owned luxury men's grooming brand ups the ante with the introduction of a follow-up campaign that aims to communicate distinct 'Brotherhood' personalities, articulating the values of the brand and a stylish perspective on modern masculinity.
The new advertising campaign, created by BBDO, launches to coincide with celebration of the brand's 15th Anniversary. The new creative builds on the stylish appeal of the original adverts with the introduction of six 'Brothers', each representing male individual archetypes in a post-metro sexual, post-Mad Men world. Each of the six distinct 'Brothers' demonstrate individual lifestyle approaches to a man's daily shaving ritual; The Gentleman Shaver, The Old Soul, The Shaving Savant, The Reformed Troglodyte, The Ambassador of Smooth and The Incurable Romantic. Each of these playful personalities conjures an entertaining insight into men's individual grooming rituals and lifestyle behavior. The campaign is brought to life with poster adverts that showcase each character with a single execution that brings together all six personalities.
The new campaign can be seen in national print publications including G.Q., Details, Men's Health, Esquire, and Out Magazines as well as via targeted outdoor. For this second incarnation of The Brotherhood of Shaving Campaign, the campaign goes beyond print with the production of three stylish short films that highlight the most iconic characters; The Gentleman Shaver, The Ambassador of Smooth and The Reformed Troglodyte. This new sharable video content serves to engage The Art of Shaving's dynamic social media following in partnership with Esquire.com and the brand's Facebook page.
Damon Jones, spokesperson for The Art of Shaving comments; "The Art of Shaving clients are united by their enthusiastic appreciation for the artistry of a traditional barber shave. We believe that this brotherhood of like-minded men will enjoy identifying with the six characters represented in this highly-engaging advertising campaign. Adding a dynamic digital component allows fans to share videos with their personal networks, enabling The Art of Shaving to build a greater level of engagement with our consumers".
Client: The Art of Shaving
Spot Title(s): The Reformed Troglodyte (featured), Gentleman Shaver, The Ambassador of Smooth
Air Date: November 2011
Agency: BBDO New York
CCO: David Lubars
Senior CD(s): Kara Goodrich, Cesar Finemori
AD: Cesar Finamori
Copy: Kara Goodrich, Dana Stalker
EP(s): Peter Feldman, Diane Hill
Prod Co: The Institute
Director: Ben Briand
DP: Eigil Bryld
EP(s): Scott Gardenhour
Producer: Kati Haberstock
Editorial Co: jumP
Editor: Michael Saia