Gillette Takes 2 Steps Forward With 1 Stroke

Gillette Takes 2 Steps Forward With 1 Stroke

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This online ad, like any ad, is a conversation with the viewer. The speaker in a conversation implicitly promises the listener that the message is one the listener will want to receive. Ads often break this implicit promise and disappoint the receiver. But this ad doesn’t. This is a remarkable demonstration that most guys would want to receive—a complete shave without lifting the razor from the face.

The second rule of conversation is that the sender should leave everything out that the receiver can provide on his own. Beating the viewer over the head, telling him what he is seeing, and hyping the technology would make the ad a lot less entertaining and a lot less effective. What the viewer infers is far more believable than what the advertiser claims.

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