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.
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!