Wilkinson Sword has introduced a new brand character in its latest spot, which playfully highlights the importance of a high quality razor, as part of a move to disrupt the category.

Directed by Craig Astley and made with the brand’s creative agency Pablo, the films are centred around suave character ‘The Blade Master’, comparing razors with a bad blade to a bartender with no accuracy, a doctor with no training and a waiter trained in a zoo.

The campaign launch comes as the brand is aiming to make the heritage brand appeal to a younger target audience of 18-34 year olds, who are used to razors being advertised by celebrities looking uncomfortable in front of a mirror.

The tongue-in-cheek messaging builds on Wilkinson Sword’s role as a challenger brand within the shaving category.

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“It’s been a smooth joy to glide around the face of amusement with Wilkinson Sword. We look forward to making more sharp, surprising, and entertaining work with the team and, of course, The Blade Master,” said Pablo ECD Dan Watts.

The campaign In order to ensure the campaign landed with impact in different countries, Pablo worked with AI film company Flawless, while media planning and buying was carried out by VCCP.

“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,” said Wilkinson Sword head of brand, Edgewell’s Sophie Rock.

“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.”