Grey New York Touts Gillette as the Razor of the Rebellion

By Erik Oster 

Grey New York launched a new campaign for Gillette ahead of the December 16 release of Rogue One: A Star Wars Story, entitled “Every Story Has A Face.”

The spot opens on a group of rebels storming what appears to be a tropical island and being met by a group of storm troopers. Then the footage reverses as we see them back on their ships, preparing to set off from their hideout and, the battle alarm going off and, finally, a group of rebels shaving in anticipation. It concludes with the lines “Every story has a face,” and “For every face a razor.”

While wanting to tie the brand to the anticipation surrounding Rogue One makes sense, “Every Story Has A Face” doesn’t quite resonate. The backwards footage device makes for a story that is anticlimactic by design. The narrative going from the leadup to a moment anticipating action and conflict backwards through progressively less exciting scenes until finally arriving at … a scene of men shaving.

That said, the Rogue One-branded Gillette gift set it promotes does help endear the brand to Star Wars fans.


Global Creative Agency: Grey New York
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Jeff Stamp
Executive Creative Director: Leonard Savage
Associate Creative Director: Brian Pluta
Associate Creative Director: Jon Cochran
Art Director: Garam Park, Art Director
Project Management: Kelsey Longo
EVP, Account Director: Brian Weston
SVP, Account Director: Elizabeth Gilchrist
VP, Account Director: Irina Gilbertson
Account Supervisor: Suzi Jump
Account Executive: Kurt Steinke
Account Executive: Wesley Roman

Production Agency: Townhouse
President: Bennett McCarroll
Head of Integrated Production: James McPherson
VP, Integrated Producer: Rondell Wescott
Music Producer: Zach Pollakoff

Entertainment Marketing Agency: Concept 1
Principal, President: John Kocis
Principal, Creative: Bill McBrayer
SVP, Client Solutions: Brooke Studwelll
Director, Client Solutions: Chelsea Fox, Jennifer Gniazdowski
Manager, Client Solutions: Alyssa Mantilia

Production Company: Furlined
Director: Henry Hobson
Senior Executive Producer: David Thorne
Director of Photography: Baz Idoine

Editorial Company: Work Editorial
Editor: Stewart Reeves
Assistant Editor: Arielle Zakowski

Telecine Company: Company 3
Colorist: Tom Poole
Commercial Producer: Clare Movshon

Music: Barking Owl

Picture Finishing: The Mill
Executive Producer: Adam Isidore
Producer: Katie Kolombatovich
Design: Chris Mennuto