For the new Bic Miss Soleil razor, we made a tvc showing the real ways in which women shave.
The world of female shavers is often portrayed through stereotypes or fake imagery: women are already shaved, they have spacious bathrooms, they are always perfect and happy at the moment of shaving and hair is never seen.
Bic, on the other hand, is close to its target audience, intercepts their behaviour, and shows the real situations in which women shave: in the shower, in very tight bathrooms, while they are imperfect, or shaving taboo areas such as the thumb.
With our concept Women shave for real, we therefore want to tell the truth, exactly as it is in real life.
The world of female shavers is often portrayed through stereotypes or fake imagery: women are already shaved, they have spacious bathrooms, they are always perfect and happy at the moment of shaving and hair is never seen.
Bic, on the other hand, is close to its target audience, intercepts their behaviour, and shows the real situations in which women shave: in the shower, in very tight bathrooms, while they are imperfect, or shaving taboo areas such as the thumb.
With our concept Women shave for real, we therefore want to tell the truth, exactly as it is in real life.
Agency: We Are Social
Senior Art Director: Chiara Giannuzzi
Senior Copywriter: Francesca Marra
Production company: Black Mamba
Directors: Es Poire
Senior Copywriter: Francesca Marra
Production company: Black Mamba
Directors: Es Poire