This creative campaign is an absolute stroke of genius from the guys who look after Gillette razors.
They attached giant a Gillette shaving razors to a Zamboni (ice polishing machine) to give the effect it was the blade which made the ice smooth.
These pimped Zambonis are being used to maintain the ice between hockey matches, in arenas packed full to the rafters of their target audience, thus delivering a near perfect advert!
It’s so genius, in fact, JWT Sydney already rolled the idea out using a different razor brand in the past.
Stats for Giant Razorblades
Trending: Older & Chilly
Research: 5,987 clicks in 368 w
Interest: 4 minutes
Concept: Giant Razorblades
Related: 47 examples / 36 photos
Segment: Neutral, 18-35
Comparison Set: 17 similar articles, including: baby faces on adults, tranvestites to sell razers, and diy virtual moustaches.
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