Tuesday, 16 February 2010

A reason to put down your razor...

From the guardian website, http://www.guardian.co.uk/tv-and-radio/2010/feb/13/gillette-fusion-the-hard-sell

The Hard Sell: Gillette Fusion

The Guardian, Saturday 13 February 2010

Well, compared to previous Gillette campaigns, which work on the assumption that any man who doesn't want their face shrouded in shrubbery with bits of food in it aspires to the unsmiling machismo of Clint Eastwood's Man With No Name, there's at least the faintest hint of humour about this one. A chap turns up at a garage to enquire after the state of his razor blade. He's taken out back where the foreman shows him a hydraulic lift upon which his worn blade is mounted. He points out the change of colour from blue to white, signalling that it's time to for him to change blades for a "smoother ride". He advises, naturally, Gillette Fusion.

Now call me Desperate Dan, but I have never had the chance to persist with a razor blade until it turns white, since before reaching that colour it has long since become so clogged and blunted it's liable to lacerate the skin to ribbons. This, despite all of the Blue Sky Thought invested in names like "Turbo", "Mach" and "Fusion", implying that leading edge technology is increasing the closeness of the average shave by a millimetre per annum.

Moreover, purchasing new razor blades has become inordinately costly. Prices vary, but you can nowadays pick up two, maybe three, DVDs for the same price as a pack of razors. This explains the pernicious rise in pubically ugly beards which are increasingly defacing today's young males. These people are not exponents of the 21st-century dialectics of facial hair but the unsung victims of capitalism. As Lenin – himself the victim of a beard – once said, "What Is To Be Done?"

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