WMG – Professional Blog

https://www.adsoftheworld.com/campaigns/shaving-cream-109af2f4-32b1-4816-8c38-62e8b9e834c5

The “Art of Shaving” is a series of magazine ads for Dettol Shaving Cream. The ads feature pictures of famous artists and entertainers like Salvador Dalí and Charlie Chaplin without their distinctive facial hair. The technique used to evoke an emotional response is humor, as it’s somewhat jarring to see those readily recognizable faces without their trademark facial hair.

The objective of the ad campaign is to catch viewers’ eyes with a simple presentation of a famous subject looking into the camera, and to have the viewer recognize that the subject’s facial hair is missing. In the bottom-right corner of the ad is the Dettol Shaving Cream logo and the words “Too Smooth…” This will be a memorable ad that viewers will remember when they purchase their next bottle or can of shaving cream.

The target market for the ad is men in their 40s to 60s who need to shave. The figures pictured in the advertisement aren’t in popular culture anymore, so the target market for this ad may have stronger historical knowledge of art, film, or the music industry.

The action the ad wants the audience to take is to buy Dettol shaving cream. If the audience member buys Dettol shaving cream, they will have a smooth shave.