Just add water. King of Shaves, the British male grooming brand founded to challenge market leaders Gillette, has created an underwater ad to spruik Hyperglide – a high tech razor that just needs water to shave.
The entire ad was filmed underwater to prove that it needs no prep or shaving foam. The razor is due to launch in Australia in April and is likely to be available in Coles as well as online.
Will King, the founder of King of Shaves, told AdNews the product is a major investment in R&D which makes it the most advanced razor on the market and dubbed it the “iPhone 5 of razors”.
It's not clear if the underwater ad will be used to promote the Australian launch of Hyperglide, but other creative concepts mooted include surf themed ads to demonstrate the razors water only ability with a local twist.
