This is the 21st Century, so Gillette asked guys to "GO FURTHER" with their razors. To get the conversation started, a series of humorous metaphors explained why guys should be shaving specific 'areas' followed by clever animated instructional how-to videos to help get the job done.

Endorsed by celebs Perez Hilton and Nicole Richie, the campaign was covered by major networks, news organizations and online publishers including The New York Times, Wall Street Journal, MSNBC, FOX, Digg, Gawker and The Huffington Post. All of which led to over 110 million impressions of unpaid media coverage, over 5 million views of How-To videos on YouTube, and over 445,000 total Twitter impressions, plus some awards along the way! A true joint effort with the fine folks at BBDO New York.
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