Anonymous Content Director Daniel Benmayor, via JWT, recently directed two smooth, varied spots introducing the new Schick Hydro razor. Both :30s are organized around a series of micro-vignettes that culminate with a geyser of water shooting dramatically from a man's face—a symbol of the unexpected blast of hydration that the razor delivers via first to market technologies. These technologies include an advanced hydrating gel reservoir that delivers hydration directly to men's skin as they shave; and Skin Guards, innovative skin protectors that smooth skin out between blades to deliver a more comfortable shave.
In Boxing, the dramatic splashes emanate from a boxer absorbing a powerful blow in the ring, from a girlfriend playfully tossing a pillow at her boyfriend's face in bed, from a soccer player diving head-first into the ball, and finally from a man standing before his bathroom mirror, taking the revolutionary new Schick Hydro to his face. Kendo upholds the water motif, using combat between two, sword-fighting martial artists, an innocent striptease between girlfriend and boyfriend, and a game of outdoor hockey to bring home the hydrating effects of Schick Hydro in the most unlikely of circumstances.