Product: Merkur 37C Slant Bar Safety Razor
Insight: Men with coarse, curly, or wiry beard hair cannot achieve a precise shave with typical razors, which is frustrating.
Big Idea: This razor can handle the toughest of textured hair.
Execution Idea: Coarse, curly, and wiry textured animals shown with a precisely shaved strip of their fur/prickles removed.
Print Ads
For this campaign, I wanted to focus on the unmatched strength that the Merkur 37C Slant Bar Safety Razor brings to the table, specializing in cutting the most textured of beards. For my images, I selected animals with particularly curly, wiry, or dense fur/textures, and used Google Gemini to generate photos of them shaved. In doing so, I wanted to highlight the most unique aspect of the razor to show its full potential for the target audience.