‘Swordplay Meets Foreplay’ in JWT NY’s New Ad for Wilkinson Sword

By Erik Oster 

JWT New York released an ad for razor brand Wilkinson Sword, aptly titled “Swordplay Meets Foreplay.”

That title should tell you pretty much everything you need to know about the spot, which features a couple slowly removing each others’ clothes via swordplay. Filmed in a historic hotel in Brussels by Alldayeveryday’s Lieven Van Baelen, the crew clearly had fun with the spot, which plays off the brand’s origins making swords for the British Army. The current and former identities even clash when the woman uses her sword to shave off the man’s beard. In real life, mixing swordplay and foreplay would end with a trip to the ER (if you’re lucky), but the swashbuckling fantasy makes for a memorable ad that’s relevant to the brand.

“Precision and craftsmanship has been part of Wilkinson Sword’s DNA since its inception,” Lucy Oxley, regional product manager of Energizer Wilkinson Sword, told LBB Online. “This video has been created to showcase our innovative and fresh approach to grooming in a memorable and creative way to inspire both women and men to ‘free their skin’ using our razors.”


Creative Agency

Agency: JWT New York

Senior Producer: George Roca

Producer: (Music) Dan Burt

Music Supervisor: Paul Greco

Head of TV / Production: Lisa Setten

Executive Creative Director: Sarah Barclay

Creative Director: Billy Faraut

Creative Agency: JWT New York

Copywriter: Ludo Marrocco

Chief Creative Officer: Adam Kerj

Account Managers: Ariel Stern, Erik Wagner, Amy Achenbaum

Account Manager: Kate Callaghan, Angela Gonzalez

Media Agency

Media Agency: MEC

Music and Sound

Music Production: JSM


Editor: Manu Van Hove

Edit Company: Het Digitaal Geweld

Production Company

Production Company: ALLDAYEVERYDAY

Director: Lieven Van Baelen