Be it a lumberjack in the woods, a horse guard in a castle or an ice hockey player – they are all men and therefore have a beard to shave. In short sequences, this TV spot shows several men in clothing typical of their profession and work environment, all of them in the same pose with their beards covered in shaving gel. Using a typical work tool – an axe, a sword or the blade of a skate – they start to shave in the next scene, which makes the key message of this commercial clear: shaving does not require a special blade. On the contrary, almost any blade can do the job. Instead, what matters is the right gel, namely the shaving gel by NIVEA MEN promoted in this commercial. The end of the commercial shows the different men proudly stroking their cleanly shaven faces, a final scene that summarises the message that this result is exclusively owed to the right shaving gel in a highly entertaining and humorous manner.
Statement by the jury
»The story of “Shaving” sharply gets its message across: the shaving gel is more important than the blade. Staging an old-fashioned image of men – a highly unusual approach for commercials in the field of cosmetic products – and twisting that image around is the outstanding quality of this work.«
Beiersdorf AG, Hamburg
Draftfcb Deutschland GmbH, Hamburg
Thorsten Stoll, Christin Ritter, Jörg Hoppenstedt, Olga Sow