Gillette has taken an interesting approach in its new advertising campaign for the U.K. The Gillette MagmaCore Extreme is a fictional razor invented to help promote the Gillette Fusion Pro Glide razor.
At first glance, the commercial appears overly macho. A man is at the center of the Earth making the blades for the 80-blade Gillette MagmaCore Extreme razor. Then the claims start to get overly ridiculous: One hilarious part states that each blade was made thinner than an atom.
Although it is definitely not real, we can imagine this razor would deliver a painful shave.
Key Themes Behind This Trend
- Satirical Advertising
- Opportunity to create humor-driven campaigns that poke fun at and exaggerate the features of products within an industry
- Fictional Product Promotion
- Opportunity to promote real products using a made-up product or concept that highlights its benefits in a unique and memorable way
- Exaggerated Claims Marketing
- Opportunity to make exaggerated claims about a product or service as a way to grab attention and differentiate from competitors
Where This Applies
- Personal Grooming
- Opportunity to use satirical advertising and fictional product promotion to promote new products and differentiate from competitors
- Consumer Goods
- Opportunity to use exaggerated claims marketing to capture consumers' attention and increase sales of established products in highly competitive industries
- Entertainment
- Opportunity to use humor-driven campaigns and exaggerated claims marketing to promote movies, TV shows, and other forms of entertainment to attract and engage audiences
