Description

The problem: the name says it all – the ‘Lady Protector’ razor had a really outdated image. Their ads showed women pointing their feet as if in a glamour show in the 1950s. But their razor blades are genuinely the best-wrapped blades to prevent cuts, making it easy to shave fast.

The Solution: To dramatise the act of shaving rather than the end result and make a quick shave in the bath or shower look fun and easy.

Robin Derrick, creative director of Vogue, shot the ads using angles that dramatised the body as a racetrack using wide-angled lenses not usually considered for beauty.

Role

Creative Director at JWT