Gillette Mach3 - Angel / Feeling- (2004) 0:60 (USA)

 
 

Gillette Mach3 - Angel / Feeling- (2004) 0:60 (USA)

If only you use this razor, angels will come to you. Wait.. what?

Gillette

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...they're kidding right? It's so over the top I thought it was a spoof. and whats with Ali at the end?

Heh - that's what pert near every super bowl commercial reviewer thought, i.e. thought it was a parody until they got to the end and realized, "Holy sh**! They're serious!?"

That is, except for Chicago Sun-Times' Lewis Lazare.

"Our vote for classiest spot goes to Gillette. Superbly crafted copy, dramatic black and white visuals, and a rousing piece of music. Great brand advertising to end the third quarter."

Now typically, after seeing this spot, I'd think he was being delightfully tongue-in-cheek, but... noooo... I think he's stone cold serious.

Pure cheese. The soundtrack/jingle makes me want to laugh. And an angel at your side? Pleeease! I'm not even sure what that's supposed to mean.

I think it means that they've shoved feathers up the butts of the 100 million people who watched this spot.

Either that, or they're referencing the old adage, "Every time a man nicks his face with a three blade razor, an angel gets its wings."

From Lewis Lazare all the way up to whomever at BBDO approved it, this illustrates how deeply out of touch SO MANY ad execs are. In addition to the concept, message and tagline, the jingle is horrendous, and I say that not as a composer (which I am), but as a consumer.

This ad is ridiculous.

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