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article imageGillette carves advertisements on man’s shaven facial hair Special

By Melissa Hayes     Jun 15, 2011 in Business
Some advertisers turn to giant billboards to get their message across, but as part of their latest ad campaign, Gillette has decided to go much smaller: microscopic, in fact.
To accentuate the precision of their new ProGlide razor, the personal care company, along with French ad agency CLM BBDO, called on the help of scientists at U.K.’s University of Nottingham to etch minuscule ads on a man’s shaven whiskers, ADWEEK reported.
Using an electron microscope to carve slogans onto the individual strands of hair, the scientists created ads measuring in at less than 100 microns, which is roughly one tenth of a millimetre, a size currently pending record-breaking status at Guinness World Records, reports GIZMODO.
Phrases like “Our best work is viewed up close,” and “It takes extreme precision to work at this size,” are imprinted on the facial hair, first cut with the ProGlide, and then stripped of soap and water before being placed under the microscope, GIZMODO further reported.
In addition to the planned print and poster campaign, which features blown-up scans of the ads, Gillette has planted the etched hairs, paired with scannable QR codes, in men’s airport restrooms, reports ADWEEK.
The company has also posted a video on YouTube, breaking down the unique process used by the British scientists to produce the groundbreaking advertisements.
Cue Digital Media Advertising Sales Director Jason Furlano said he thinks Gillette’s out-of-the-box approach is effective and in tune with today’s evolving marketing landscape.
“What they’ve done is create ads that have a viral life which lives outside the realm of ‘paid media,’” Furlano told Digital Journal in an email.
“Traditional TV spots, billboards and full-page ads are becoming a challenging environment for advertisers to speak to the end consumer . . . [ Gillette’s created] content that is of interest to the masses and allows them to distribute and share it at a fraction of the cost versus booking media in the traditional sense.”
Gillette’s YouTube video, uploaded in early May, has currently pulled in almost 40,000 views.
More about Gillette, Advertising, procter & gamble, proglide razor, Nanotechnology