Cannes Lions

Feel Good, Fellas - Satsuma

SOMESUCH, Culver City / HARRY'S / 2024

Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Background

Personal care brand Harry’s has launched ‘Feel Good, Fellas’, a brand platform that celebrates the inner confidence a good shave can bring.

Already well established in the US, Harry’s hit the UK market in 2018. The issue? Despite being the number two in their category, Harry’s weren’t seeing any gains on Gillette, the sector giant. The task? To cement the brand as a challenger to Gillette’s throne.

The aim of the campaign is to highlight how a good shave can lead to an easy injection of confidence required by every man in everyday life.

Execution

The casting process entered on finding 'the man' and 'the boss' down to the specifics. each had to have their own quirks along with the extras to make an mundane office workers into something more interesting. This approach acts in an effort to raise the stakes for these characters.

The Man is a late-20-maybe-30-something, middle-of-the-road-type bloke. Savvy. Always was. He is the type that just sort of stumbled across Bitcoin early. The accidentally smooth and cool character. Most any impressiveness he manages to display is entirely unintentional.

The Boss is 50-or-60-something, agonizingly unprofessional—no, let’s just call it informal. Ya. He’s a bit of a boring representation of the past. His mish mash of an accent, likely accrued by a superfluous time in transit, provides Buzz with an air of an unqualified position of power. Which actually tailors perfectly to him being unqualified for his position of power.

Similar Campaigns

12 items

Satsuma

THE OR, London

Satsuma

2024, HARRY'S

(opens in a new tab)