Tuesday Throwback: Jewel’s “Intuition” Sells Schick Intuition Razors

While at CVS today, I heard a song that I haven’t heard in a while: “Intuition” by Jewel. Do you remember that one? It was a decently big hit, reaching #20 on the Billboard Hot 100 in 2003. I thought it was fun and catchy, but it caused some controversy with Jewel fans. The sound was a lot more poppy than her earlier, folksy work, leading to accusations of Jewel being a sell-out. Which was ironic, since the lyrics themselves satirically reference consumerism (“sell your sin/just cash in”). The video also mocks commercials, but as it turns out the song was featured in an advertising campaign for Schick’s Intuition razors. All the contradictions are making my head hurt a little bit. Maybe this is what postmodernism is? As Jewel sings, “In a world of post modern fad/
What was good now is bad.”

Dollar Shave Club Thinks You Should Get Rid Of Your Disgusting Old Razors

Dollar Shave Club is a company that has really exploded since its founding in 2011. Their exponential growth can largely be traced to their great advertising. For some reason, I’ve never written about them on this blog. Dollar Shave Club’s Old Spice-esque introduction video starring their CEO Michael Dubin has garnered more than 20 million YouTube views, and was widely regarded as one of the best ads of 2012. Earlier this year, the Club had a campaign about the terrible experience of buying razors/blades at a store, both because of the cost and the fact that many stores lock up razor blades. I can attest to both experiences, especially the annoyance of getting someone to unlock the case. Took entirely too long. Of course, I’ve been on the other side as an underpaid and undercaring worker at a drugstore, but I digress. Dollar Shave Club’s newest ads are both gross and hilarious. See, since it’s such a pain to get new blades, many men use their dirty blades for way longer than intended. So now, we get to hear from Jacques the Filthy Razor (he’s French!) and Zeke the Dirtbag Razor. Love it.

Israel’s Life M6 Razors Show A Man Shaving His Beard After 14 Years

And we’re back! When you’re used to seeing someone a certain way, seeing that person change their appearance can be a big shock. I typically have a beard, but I sometimes will change it up and spontaneously shave. The first time I did this, a few of my co-workers (who had never seen me clean-shaven) wondered who the hell I was. And commented (pretty accurately) that I looked 10 years younger.

This experience is exponentially amplified in “My New Face” a 3-minute film created to advertise Israeli pharmacy chain Super-Pharm’s line of Life M6 razors. 44-year-old Amit, AKA “Mook”, has had a beard for 14 years. His kids has never seen his without it, nor has his wife. So he shaves, and much like me, he looks about 10 years younger afterwards. His family’s reactions are what make the ad though. His father doesn’t recognize him at first and treats him like a regular customer in the family store. His daughter says “you look like a different daddy.” Aww. And his wife says it feels like she’s cheating on him. All because he changed one, albeit one very prominent, feature of himself. This is really nice work. That said, Mook looks better with a beard.

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