Cannes Lions

GILETTE VENUS RAZOR

BBDO GUERRERO ORTEGA, Makati City / PROCTER & GAMBLE / 2008

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Overview

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Credits

Overview

Execution

Legs are so smooth with Gillette Venus that stockings slip right off. To show the smooth legs benefit, we shot a pair of bare legs and a pair of legs wearing fishnet stockings. We then crumpled the fishnet stockings photo and placed it on top of the bare legs, to give viewers the illusion that the stockings slid off the smooth legs. Focusing solely on the legs allows the viewer to appreciate the product benefit and at the same time, keeps it very simple.

Outcome

The effort heightened the appeal of the message as it was placed in areas densely populated by career women, to whom the benefit of ‘seriously smooth legs’ is most relevant.

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