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J. Walter Thompson’s $10 million campaign for a new extension of Schick’s shaving system for women positions the product as quick and easy to use, even in a hostile, male-ridden environment.
A TV spot for Silk Effects+, which breaks nationally this week, captures the frustrations of a 20-something woman who shares an apartment, and therefore a disgusting bathroom, with two guys. “Biological warfare,” she calls it, as she surveys the dirty towels and clothes.
Suction-cupped to the bathroom tile is Silk Effects+.
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