IstAveMachine_Gillette

Asif Mian and 1stAveMachine “Gillette Piano”

The razor wars between Schick and Gillette have produced some ridiculous ad moments and depending on your level of cynicism this spot may be another one, but I prefer to see 1stAveMachine‘s new product demo for the Gillette Fusion ProGlide Razor with FlexBall Technology (ok, the name is ridiculous) as a step in the right direction away from hewn jaws and jet planes.

Beautifully shot, minimal in execution and featuring New York composer Son Lux, the 83-second clip produced for Grey New York is a small part of the $200 million Gillette is spending to market the razor launched earlier this year. [Read more]