Gillette BODY Razor TV Commercial

While watching TV today I saw this commercial for a men's razor. The commercial used a hilly terrain as a metaphor for a man's body, something rugged and uneven as opposed to a paved road which is flat and without contours. To "tame" such a body requires a masculine tool like Gillette's BODY Razor which implies that this razor is a more masculine version than other razors. The commercial is below.

This ad was reminiscent of the Axe Detailer article and video in class. These campaigns aim to make "men's health and grooming" a more masculine chore/activity. Axe was able to make their product more masculine by relating it to a tire - something aggressive, masculine, functional, and cool. The inspiration came from the theme of car culture.

Gillette BODY Razor leaches off this idea by relating the body to the rugged terrain which should appeal to men and make personal grooming seem like a more manly activity.