Gillette Channels 'The Godfather' in U.K. Spot Launching Subscription Service

Mafia-Themed Ad Promotes Rollout of Gillette Club

By Alexandra Jardine. Published on Apr 12, 2016

Editor's Pick

Gillette is promoting the U.K.rollout of Gillette Club, its subscription razor blade service, with a TV spot that takes its cues from classic Mafia movies.

The online film, by Grey London and directed by Kai Schonrath of Nice Shirt Films, takes place in a barber's shop in Little Italy, where a smooth young blood (played by up-and-coming theatre actor Jordan Misfud) informs his bosses that a big shipment of "premium blades" has come in down on the docks. He pulls out his phone to show Gillette Club's payment site and explains how the model works -- a delivery of blades, "real discreet-like," when you're running low. The boss agrees and tells him to "make a marriage" and spot ends with the line "Get in on the deal."

Gillette Club launched in the U.S. last June, in a bid by the P&G-owned brand to make up for market share lost to the likes of subscription services like Dollar Shave Club.

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Apr 12, 2016
Grey London

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