Philips Norelco Positions Its Product In Kind Of A Weird Way

Marketing razors has to present a real problem for creative teams. Facial hair is an obvious signifier of masculinity, so when you're trying to sell a product the only purpose of which is to remove said signifier, you have to make sure you don't make the pitch too...[whispering] GAY -- usually by throwing some broad in at the end of the spot to stroke a single finger down the model's baby-smooth cheek. So kudos to Philips Norelco for this electric razor spot that steers right into the gay skid.

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Maybe the copywriter responsible for this ad could have come up with an LGBT cultural reference that's a little more current, not to mention positive for the community. But some representation is better than none at all, I guess!

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