Wilkinson Sword, a name synonymous with blade expertise for over 250 years, is shaking up the world of shaving with a humorous and disruptive new campaign titled ‘The Blade Masters since 1772’. This campaign marks a significant repositioning for the brand and is set to launch across 29 European markets.
A Fresh Take on Blade Mastery
Wilkinson Sword’s latest campaign, created by the independent creative agency Pablo, is a bold departure from the brand’s traditional advertising. It introduces a new brand character, The Blade Master, in three tongue-in-cheek hero films directed by Craig Ainsley. The Blade Master, a suave and enigmatic figure, humorously critiques dull razors by likening them to a bartender with no sense of accuracy, a doctor with no training, and a waiter trained in a zoo. His message is clear: sharp blades are essential, and Wilkinson Sword knows blades like no other.
The campaign aims to appeal to a younger audience, particularly men aged 18-34, who are accustomed to razor blade ads featuring uncomfortable celebrities in bathrooms. By leveraging its rich history in blade design and innovation, Wilkinson Sword seeks to inspire a more masterful shave, infused with a good dose of humor.
Heritage Meets Innovation
The foundation of this campaign is built on Wilkinson Sword’s deep heritage and unparalleled expertise in blade making. This elegantly simple point of difference was unearthed by the strategic consultancy, Where Magic Happens, who delved into the brand’s extensive history to highlight its commitment to performance and innovation.
Sophie Rock, head of brand for Wilkinson Sword at Edgewell, explains, “The world of men’s shaving has stagnated, and we knew we needed to do something different to stand out from the crowd and engage with men on a different level – one that’s much more fun and engaging. We’re so excited to introduce our new campaign. We believe that it taps into our heritage in a modern, compelling, and disruptive way to drive real difference within the category.”
A Global Rollout with Local Impact
To ensure the campaign resonates across various countries, Pablo collaborated with Flawless, a globally recognised AI film company, to “vub” (visual dub) the English films into French and German using their cutting-edge TrueSync™ technology. This innovative approach allows The Blade Master to speak directly to international audiences with perfect lip-syncing, enhancing the campaign’s impact.
The “The Blade Masters since 1772” campaign will launch in the UK, supported by VOD, online, and OOH advertising. Media planning and buying have been handled by VCCP in the UK, and Wavemaker in Germany and France.
Dan Watts, executive creative director at Pablo, shared his enthusiasm by stating “It’s been a smooth joy to glide around the face of amusement with Wilkinson Sword. We look forward to making more sharp, surprising, and entertaining work with the team and, of course, The Blade Master.”
Bottomline
Wilkinson Sword’s latest campaign showcases a remarkable display of creativity by seamlessly fusing tradition with contemporary, lighthearted storytelling. By cleverly emphasizing the inefficacy of blunt razors through the charismatic persona of The Blade Master, the brand not only reaffirms its rich history but also captivates a fresh wave of grooming enthusiasts. Keep an eye out as ‘The Blade Masters since 1772’ brings a creative edge to razor blade marketing throughout Europe.
