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.

Client: Schick
Spots Title: Boxing, Kendo
Air Date: April 2010

Agency: JWT
Co-President/CCO (North America): Ty Montague
CCO (NY): Harvey Marco
Executive CD: Sarah Barclay
CD/Art Director: Billy Faraut
CD/Copywriter: Howard Lenn
Director of Integrated Production: Clair Grupp
Planner: Jason De Turris
Senior Producer: Kirsten Larson
Account Team: Claire Capeci, Ariel Stern
Music Producer: Dan Burt

Prod Company: Anonymous Content
Director: Daniel Benmayor
EP: Jeff Baron
EP/Head of Commercials: Dave Morrison
Head of Production: Sue Ellen Clair

Editorial: Lost Planet, NY
Editor: Saar Klein

Post/Effects: MPC, LA
CG Artist: Duncan McWilliam
Flame Artist: Franck Lambertz

Music: Amber Music
Music: South

Audio Post: Andy Green, Mike Janssen @ JWTwo


Leave a comment

about the author