A Transformer-like Razor Battles a ‘Lube Strip’ in Schick’s Super Bowl Spot

Creative work from J. Walter Thompson

You definitely want the Schick Hydro on your side. At least that's what Schick wants to get across to all the guys out there watching the Super Bowl on Sunday.

A 30-second Super Bowl commercial created by J. Walter Thompson for the Edgewell Personal Care brand coincides with the launch of the new Schick Hydro 5. The spot opens with two razors—one, a Schick Hydro—morphing, Transformers-style, into robots. Then they get ready to battle.

"We're really excited to launch the new 'Robot Razors' TV spot for Schick Hydro during this year's Super Bowl," Charlie King, group marketing director for men's systems at Edgewell, told Adweek in an email. "It's a great way to reach millions of guys who we think will be excited to check out the new and improved features of the Schick Hydro 5. The new 30-second spot also features a little friendly competition that fits right in with the overall spirit of the Big Game." 

"Robot Razors" is slated to run during the first break of the fourth quarter on Sunday. The brand hasn't run a Super Bowl ad since 2007, when it advertised the Schick Quattro in a spot called "Shave Lab."

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.


Agency: J. Walter Thompson New York
Client: Edgewell Personal Care, Schick Hydro

Executive Creative Director: Sarah Barclay
Creative Director(s): Billy Faraut, Greg Erdelyi
Worldwide Chief Creative Officer: Matt Eastwood
Chief Creative Officer, New York: Brent Choi
Planning: Joydeep Dey
Global President, Retail: Claire Capeci
Account Management: Ariel Stern, Erik Wagner, Jenai Domingo, Carmen Candelario
Executive Producer: Mary Ellen Verrusio
Senior Producer: Philip Schneider
Assistant Producer: Liam Golding
Director of Music & Radio: Paul Greco

Production: The Mill+
Director – Ben Smith
Senior Content Producer – Nic Barnes
Executive Producer – Zu Al-Kadiri
Director of Photography – Adam Carboni
Production Supervisor – Tia Perkins
Production Coordinator – Andre Slaughter

Post Production: The Mill+
Post Producer – Colin Moneymaker
Editor – Charlotte Carr
Shoot Supervisor – Jeff Lopez
Lead Compositor – Kyle Cody
2D Artist – Yoon-sun Bae
3D Lead – Jeff Lopez
3D Artist(s) – Paul Liaw, Alex Allain, Christine Kim, Dave Barosin, Eric Lane, Goran
Ognajanovic, Ivan Joy, Justin Diamond, Nick Couret, Olivier Varteressian, Ren Hsien-Hsu,
Tim Kim, Todd Akita, Tom Cushwa, Xuan Seifert, Yong Chan Kim
Concept Development – Kurt Kaufman, Paul Liaw, Mark Yates
Design – Sally Reynolds, Pierce Gibson
Colorist – Fergus McCall
Telecine Producer – Natalie Westerfield
Telecine Coordinator – Evan Bauer

Music Production: Amber Music
Original Composition: Amber Music
Executive Producer: Michelle Curran
Music Supervisor/Producer: Mike Perri
Composer: Jack Matthias

Sound Design: Henryboy
Executive Producer: Kate Gibson
Sound Designer: Bill Chesley