Apparently, figuring out how Superman shaves is a question that has plagued casual fans of the super hero. Behold this Nerdist.com post from 2011 that points out that the Man of Steel appears with a full beard at the beginning of the trailer for the upcoming film, and then appears clean-shaven a few frames later.
Now, Gillette is attempting to answer that question, with HowDoesHeShave.com, a bespoke URL that leads you to four different YouTube videos featuring science-type people presenting their theories about Superman's quest to tame his hirsutism. The lead agency on the project was Concept One, Westport, Conn. (BBDO, which lost the Gillette business to Grey after a review, was involved as well.)
Featured in the videos are Bill Nye, Kevin Smith, "The Big Bang Theory's" Mayim Bialik, and MythBusters Adam and Jamie. Mr. Nye applies the "scientific method" to the conundrum, and concludes that Superman shaves his beard using the principles of material science that let him do some sort of "grinding operation" on those hairs.
Mayim Bialik, on the other hand, goes with "progressive research" in the field of kryptonian genetics, that has created a lotion that loosens up the hair follicle, letting Superman shave. Fans have the chance to vote for their favorite theories, and offer tweets and comments about which one they're buying.
It's the latest in a slew of "Man of Steel"-related promotional tactics we've been seeing. Warby Parker just last week unveiled limited-edition glasses inspired by the film.