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In a Lather Over Advertising

Have you seen this television ad? A team of government agents discover a UFO in the desert. Inside are technological wonders previously unseen. A trailer for a new film perhaps? Actually, it is an advertisement for Gillete’s new razor, the Fusion. While the TV spot has a movie trailer aesthetic and a release date of February 5, it doesn’t mention at all that the Fusion is a men’s shaving razor.

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Have you seen this television ad? A team of government agents discover a UFO in the desert. Inside are technological wonders previously unseen. A trailer for a new film perhaps? Actually, it is an advertisement for Gillete’s new razor, the Fusion. While the TV spot has a movie trailer aesthetic and a release date of February 5, it doesn’t mention at all that the Fusion is a men’s shaving razor. When I told my wife what the trailer was teasing, she laughed at the incongruous relationship between the commercial and the product.

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Do Hollywood production values and over-the-top visuals really help an advertising campaign? For a razor? I believe clever and well written advertisements perform better than action-packed bombardments. And this Gillette ad is the epitome of that, all flash and no substance. Then again, I am talking about it, aren’t I?

What do you think about the Fusion commercial? What makes an ad successful?

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About the author

His work has also been published by Kill Screen, Tom's Guide, Tech Times, MTV Geek, GameSpot, Gamasutra, Laptop Mag, Co.Create, and Co.Labs. Focusing on the creativity and business of gaming, he is always up for a good interview or an intriguing feature.

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