Home intruders and first date bills: Schick attempts to challenge male stereotypes in new campaign
Schick Hydro is celebrating the ‘trials of the modern man’ with a new campaign that addresses the expectations that men should pay the bill at dinner or confront a home intruder.
The ads are intended to challenge the audience on their expectations of what men should be.
The Australian ads were based on the global campaign created by Mullenlowe US, which showed a man gaining confidence on his first date from shaving with his Schick razor.
‘The man I am’ campaign was created by 303 Mullenlowe. Executive creative director Gary McCreadie said that the local work was designed to relate to the modern Australian man.
“The brief was to take Schick’s global ‘Man I Am’ campaign and make it slightly more relatable to the modern Australian man. But to explain what ‘The Man I Am’ means, the team had to firstly work through all of the grey areas that being a modern man kicked up, and all of the out-dated traits that they have to navigate,” McCreadie said.
“How can you be both yourself and adhere to the rules of engagement that history has laid down? It’s tricky. It gets weird. And awkward. These social videos will hopefully help empathise with Aussie young men.”
Di Timlin, senior marketing manager of Oceania Edgewell Personal Care says: “We want to start conversations around what being a man looks like today, how it varies amongst men, and that it is important that we move away from a single-minded definition of men in 2019.
“We knew that to grab the attention of the Aussie man, we needed to bring some humour using every day scenarios which men face to the table and the team at 303 Mullenlowe have captured this perfectly.”
The campaign will also be supporting the charity Gotcha4Life, which seeks to improve the mental health of males around Australia. 5% of sales from Schick’s Hydro Sense razors will be donated to the charity, celebrating Men’s Mental Health Week, which takes place on between the 10th and 16th of June.
Timlin commented: “Schick for Men are passionate about supporting men across both mental and physical health, on a global scale.
“We want to assist the Gotcha4Life team in showing men across Australia that they need to talk about how they’re feeling and what is going on with them. To open up and get vulnerable, and as Founder of Gotcha4Life Gus Worland says, to know ‘it’s ok to not be ok’.”
Credits
Edgewell Australia
Senior Marketing Manager, Shave and Skincare: Di Timlin
Brand Manager, Shave and Skincare: Deana Lolas
Marketing Associate, Shave and Skincare: Michaela Pigott
303 Mullenlowe
Executive Creative Director: Gary McCreadie
Art Director: Zac Goldberg
Copywriter: Craig Merrett
Managing Director: Joanna Gray
Business Director: Alexandra Smith
Business Executive: Kristina Martin
PR & Social Managing Partner: Lori Susko
PR Director: Catherine Sumner
Social Media Director: Emma-Jaye Bernhardt
Director: Gary McCreadie
Producer: Rabbit Content
What a snooze fest! Challenging male expectations?????
Sorry, Gillette had you covered at the start of the year.
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Refreshing take for this category. Funny angle!
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Congrats what an excellent campaign. Thought provoking with a product focus. This will do very well. Award winning stuff.
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