Annie Murphy desires a shave as clean because the margarine she places in her espresso, and Eric Andre wants a hair-removal expertise that’s much less irritating than his “mysterious rash.”
Each beloved comedians, who seem in side-by-side bathe stalls in a brand new BIC marketing campaign, are searching for a solution to unclog—their drains, their in-boxes and, most actually, their razors.
Murphy and Andre are the most recent model ambassadors for BIC, which continues to lean into movie star collaborations with the likes of Snoop Dogg, Martha Stewart and Willie Nelson, which have moved the needle for the legacy mass-market staple.
To launch its new Straightforward Rinse razor, the model regarded for relatable expertise to announce a brand new razor with anti-clogging know-how. And in its largest funding within the shave class in a decade, BIC additionally goals to shake up a section that’s typically severe in its advertising messages.
“We have been going for one thing accessible, with tongue-in-cheek humor that may attraction to millennials and Gen Z,” Katty Pien, BIC North America’s vp of selling, instructed Adweek. “Celebrities have actually resonated with our customers and helped us make the model culturally related.”
Caught on you
Murphy and Andre star in a hero 30-second spot from BIC’s company associate Doner CX, together with 15- and 6-second iterations, all constructed across the actor-comedians showering and shaving in shut proximity.
They’re hawking a product that has a whopping 21 patents and has been in growth for 5 years. It was a shopper perception—92% of women and men complain about clogged razors—that led to Straightforward Rinse, based on Pien.
The clogging challenge is a direct results of the well-documented razor wars, Pien defined, with firms jam-packing their razors with as many as seven blades. Although broadly thought of an development, the blades are actually positioned extra carefully collectively than ever earlier than, Pien mentioned, making them more durable to rinse.
