Sometimes you believe in a brand so much you beg a decade’s worth of favors to make a brand campaign for them. That was the case with Western Razor. As Executive Creative Director on this campaign, I knew their budget was incredibly small. I used it as a strength by centering the campaign on an enemy: A Big Plastic Razor rep who spills the beans to an undercover journalist in an ambush style.
This campaign included a :30, a :90 long form, a part-two video, robust social content, display ads and a complete photo library revamp. This spot ran in local markets on CTV as well as online.
The :90 long form was also broken up into four pieces for social.
Big Plastic came back for more punishment in part two.
The display advertising featured the product in black and white.
But the photo library for their website, social and display was shot in well-designed locations upping the luxury and elegance.
We maximized our Big Plastic rep (played by improv star Patrick McCartney) in social. First he got noticed by a YouTube influencer...
Then he tried some damage control...
Finally, he offered up a quintessential non-apology apology.