From the minds who brought you the finer points of "manscaping," Gillette's latest video project sets out to teach its core young male demographic how to "shave like a rock star."
The new short film series, set to debut later this month, is an ambitious project that chronicles the backstage lives (including grooming habits) of musicians including Tim McGraw and will.i.am. While the footage is likely to include a shaving scene here and there, its intent is to steer as far away from the look of traditional advertising as possible, making it highly reminiscent of the 2002 BMW online film series, The Hire.
Gillette, however, is covering all its bases with the new "Shave Like a Rock Star" initiative. Just in case its brand affiliation with the new documentary series is somewhat lost on viewers, Gillette plans to use its rock-star power for a little more overt messaging in a humorous series of shaving tutorials, hosted by the performers themselves.
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