“It takes extreme precision to work at this size. ProGlide Gillette finest blades.”
“Our Best work is viewed up close. ProGlide Gillette finest blades.”
Gillette, BBDO (ad agency) and a group of scientists, from University of Nottingham, actually ripped off some strands of hair of an innocent man and wrote an ad on it, like they’re the kings of the world or something.
The ads measure less than 1/10 millimeter and it’s currently pending record-breaking status at Guinness World Records.
This campaign main objective (besides creating an enormous buzz everywhere and being on Guinness) is to emphasize the precision of their new ProGlide razor.
In addition, Gillette placed the carved hairs in men’s airport restrooms with a scannable QR code. Once scanned, guys could see this video and what was written on that hair.
How cool and disgusting is this? Can you imagine a guy going to the restroom at some airport, looking at filthy beard hair on the sink and getting really excited about that? Something like: “wow, some guy’s hair on the sink with QR code, totally not creepy and unusual. I definitely have to scan this thing; it may be a prize on it!!”. WTF Gillette?!?
Anyway, I really like their idea of writing on hair. It’s very creative and a great way to create buzz around the new product. Period!
What about you? What do you think about this?