Gillette’s new ad campaign is banking on the hope that men remain boys and nerds rule the world, as it introduced a line of Avengers razors in epic fashion today. Don’t get too excited though, fanboys (and fangirls who like to use men’s razors to shave their legs). This new line from Gillette is strictly for entertainment purposes.
The real purpose of Gillette’s press conference was to introduce their new “Flexball” technology. Utilizing a tie-in with the upcoming release of Avengers: Age of Ultron next month, Gillette tried to compare their scientific breakthrough in razor technology to the same cutting edge technology developed by Marvel super genius Tony Stark aka Ironman.
Gillette’s headquarters transformed into Stark Industries for the day and Marvel Comics guru Stan Lee was even on hand for the big reveal. While Gillette’s new “Flexball” technology may have been the real purpose behind the campaign, it is the fake Avengers -themed razors that are making the social media rounds.
Awesome to see this in person – a first of its kind collaboration btwn @Gillette & @Avengers : http://t.co/kkb6uctgi5 pic.twitter.com/hXBuWI22AI
— stan lee (@TheRealStanLee) April 9, 2015
Inspired by superheroes Captain America, Ironman, Thor, and Hulk, the faux line of Gillette razors tout some pretty incredibly creative technology including an arc reactor similar to the one that powers Ironman that promises to “obliterate face hairs with uni-beam pulse bolts” and the Hulk inspired razor that can in increase in size by 700 percent requiring two hands to carry it.
While Gillette is using the Avengers -themed razors in good fun and they won’t actually be available for purchase, the Gillette’s executives did announce that limited edition prototypes of the fictional shavers will be given away through Gillette’s social media.
As the premiere date of May 1 for Avengers: Age of Ultron quickly approaches, we can bet that there will be an influx of not only Gillette commercials but other product tie ins as well. A partnership with Samsung was announced in January, and a recent report revealed that Marvel plans to focus on individual heroes this time around with their marketing campaign, rather than sticking to the Avengers as a team. Gillette’s razor campaign seems to support that.
While fanboys get to have their fun playing along with Gillette’s fictional facial hair removers, one can’t help but wonder why Gillette didn’t tap into its female consumers by developing a sleek and sexy Black Widow-themed razor. I guess we can only hope Gillette is developing something even better for the ladies in anticipation of next year’s Batman vs Superman — a Wonder Woman themed line of products.
[Image courtesy of Scott Eisen/Getty Images]
