Schick had a late entry into the Super Bowl to back an improvement to its Hydro 5 razors, moving plans for a new global campaign up a week after the Edgewell Personal Care Co. brand confirmed the buy with CBS.
The "Robot Razors" ad from J. Walter Thompson for Schick shows a CGI robotic version of the new Hydro 5 besting an unnamed "lube strip" razor in battle. It's the first really new TV ad for Schick's high-end Hydro line since it was launched in 2010. JWT's WPP sibling MEChelped secure the last-minute Super Bowl buy.
The 30-second spot ran during the first break of the fourth quarter, backing a major improvement to Hydro 5 cartridges, including an upgraded, patented "Hydrating Gel Reservoir" that Schick says helps create 40% less friction than blades with "lube strips."
Those include most cartridges now on the market, including those from Procter & Gamble Co.'s prohibitive category leader Gillette, whose new Fusion ProShield blades launched ads from WPP's Grey during the NFL playoffs and began online video and outdoor ads with retailers late last year. Gillette's new blade extends its lubricating strip around the razor.
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