Media: TV
Category: Cosmetics & toiletries
Client: Philips
Agency: Isobar Nordics / Dentsu Aegis Network
Production: Slutet är nära
Country: Sweden
Director: Jesper Ei Karlsson
Creative Director: Henrik Eriksson
Copywriter: Catherine Heijl
Art Director: Alexander Slagare
Producer: Petra Krigström
Executive Producer: Alexandros Bakos
Strategist: Frida Wadsby (Planner)
PR Coordinator: Rebecka Källquist
Account Director: Martin Peterson
Published: July 2018
Synopsis:
In a new campaign from Isobar Nordics, Philips chooses to go a different route than most other brands within the razor and grooming market. While analysing research and previous studies on attitudes towards masculinity and facial hair, Isobar found that the generation of young men in Scandinavia can’t relate to the gendered stereotypes and masculine norms that usually are represented in advertising. Beards have been a central issue in the construction of masculinity ideals and it’s not uncommon to find ads telling young men that they need to be macho, full of confidence, have a perfect jaw line and six-pack abs. However, this image doesn’t resonate with young men in Scandinavia; it’s one they can’t recognise themselves in at all, but rather are limited by.