ALMAP BBDO (Brazil)

This Gillette advertisement campaign created by ALMAP BBDO in Brazil, Runner Up individual Agency of the Year for the second year in a row at Cannes, immediately caught my eye when I was surfing the internet. When a woman meets a man for the first time, she can be one of two things: 1. Attracted to him or 2. Not attracted to him. We all know the importance of first impressions so you should always try to look your best just incase you happen to bump into the girl of your dreams. This ad campaign, as you can see, shows only the positive part of the statement, the other part has been shaven away by the Gillette razor, indicating that if you use it, you'll look your best and impress the girl. This ad campaign is VERY effective...it's almost like now men are one step closer to figuring out the female mind!


The first ad below says "I LIKE YOU, BUT AS A FRIEND", however, the "AS A FRIEND" has been erased. Men dread the infamous saying "I like you as a friend" so I feel like by using this statement as the tag line, it really encourages men to shave with this razor so they won't be viewed as a "buddy" but as a boyfriend. Prince Charming didn't have scruff now did he?


The second advertisement shown below states "MY PHONE NUMBER? OF COURSE I'M NOT GIVING IT TO YOU", but the "I'm not giving it to you part" has been erased. Once again, this message is implying that women want clean shaven men, so if you shave, you will get the number.
Last but certainly not least, this advertisement says "YOU ARE NOT MY TYPE" but the keyword "NOT" has been erased by the Gillette razor. If a rugged man wants to win over the fashionista city girl, he CAN be her type, he just has to make a few quick easy changes :)