Grey and Gillette keep up the musical theme for the agency's first piece of creative since winning the shaver's global business in April. This time last year, the duo released a bit of NFL muscle music with the help of LCD Soundsystem's Phill Mossman.
Now the agency has tapped composer Ryan Lott -- commonly known as Son Lux -- to score Gillette Fusion ProGlide's latest spot. The artist performs an original piece debuted in New York City's Hammerstein ballroom last December. For this intimate show, his piano is rigged with razors to show off the "flexball technology" that helps them twist at odd angles as they glide over faces.
Production company 1stAvenue machine was tapped to produce the spot, capturing and cutting to shots of the pianist and his refashioned instrument, as the song builds and is complemented by the tapping of razors on keys.