Wilkinson Sword campaign pokes fun at dull blades

It is using comedy to appeal to a younger audience

On 20 May, Wilkinson Sword launched ‘The Blade Masters since 1772’ to showcase the brand’s 250-year expertise. Created by the independent creative agency, Pablo, this campaign consists of three humorous clips. Directed by Craig Ainsley, the 30-second videos feature ‘The Blade Master’ – an ‘enigmatic and suave character’ – who compares dull blades to a bartender with no sense of accuracy, a waiter trained at the zoo, and a doctor without a medical degree.

The campaign sets out to set itself apart from the typical razor ads (i.e., those featuring men shaving in front of a bathroom mirror) and attract a younger audience using humour. Sophie Rock, Head of Brand for Wilkinson Sword at Edgewell, commented:

The world of men’s shaving has stagnated, and we knew we needed to do something different to stand out from the crowd and engage with men on a different level – one that’s much more fun and engaging. We’re so excited to introduce our new campaign. We believe that it taps into our heritage in a modern, compelling, and disruptive way to drive real difference within the category.

Launching across Wilkinson Sword’s 29 European markets, this campaign is the brand’s most significant marketing investment in recent history.

Featured image: Wilkinson Sword / Pablo