Gillette Campaign May Not Cut It With Women

Advertiser: Gillette

Agency: BBDO, New York

Challenge: Develop a uniform image for Gillette’s line of products for women.

The Ads: A $40-million print and television campaign for Gillette’s female shaving products centers on the question, “Are you ready?” One print ad shows a thin, bare-shouldered woman wearing a short, white dress. The copy says, “You’ve got the shoes. The dress. And the perfect lipstick. But without soft, smooth legs, are you ready?” Another print ad showing a woman in a short, white skirt says, “You’re on your way. You’ve got style and a winning attitude. But without soft, smooth legs, are you ready?” TV ads include shots of sensuous women shaving, rubbing their thighs with moisturizer and romping in bathing suits to show off stubble-free legs as a voice-over asks, “Are you ready to feel soft, feel smooth and feel beautiful?”

Comment: So that is what has been missing from women’s lives. They had the “perfect” lipstick and the right attitude, but the wrong razor. Ads show narcissistic women consumed with their appearance and oh-so-soft skin. Are women ready to shave their way to success and happiness? Let’s hope not. $