Annie Murphy needs a shave as easy 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 technique 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 superstar 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 seemed 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 phase that’s usually severe in its advertising messages.
“We had been going for one thing accessible, with tongue-in-cheek humor that might attraction to millennials and Gen Z,” Katty Pien, BIC North America’s vp of promoting, 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 improvement for 5 years. It was a client perception—92% of women and men complain about clogged razors—that led to Straightforward Rinse, in line with Pien.
The clogging situation 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 extensively thought-about an development, the blades at the moment are positioned extra intently collectively than ever earlier than, Pien stated, making them harder to rinse.
