Schick: Abuse one

The abuse must stop.
Schick, smoother shave for men.

The background to this campaign is that in a market where every razor is claiming the "smoothest shave" it was a challenge coming up with a fresh strategy and execution for Schick’s new 4-bladed razor-the Quattro. This candidly shot campaign fools readers into thinking that they are looking at pictures of physically abused women with bruises on their faces. Only when they see the product shot and the strapline does it become clear that the "bruise" is actually stubble rash.

Credit: JWT, Singapore