Grey Switches Remington’s Mood From Macho to Tender

By Hank Kim

NEW YORK–Remington Products is breaking its first new national TV campaign in four years.

The campaign, from Grey Advertising’s New York office, introduces a new theme, ‘Get Remington Close to Me.’ Grey has been running the client’s current campaign, ‘Remington. If You Can Grow It, We Can Shave It,’ since the early 1990s.

In the first 30-second spot, called ‘Little Girl,’ the Bridgeport, Conn.-based shaving products marketer shows viewers a playful moment between an unshaven father and his toddler daughter. The daughter shaves Dad with an electric Remington triple-foil men’s shaver as the voiceover tells viewers, ‘Only Remington has face-friendly microscreens.’

The new spot breaks in time for Father’s Day. ‘We wanted to maintain the performance aspects of Remington shavers in the previous TV campaign while also reconnecting the consumer with the brand’s wholesome, all-American identity,’ said Michael Linton, Remington’s vice president of marketing.

Executives at Remington and Grey declined to comment on spending for the campaign. Remington spent nearly $7 million on ads last year, according to Competitive Media Reporting.

Rosen said the agency’s aim is to appeal to a broader audience, especially women. ‘We went from major macho with the previous campaign to human and tender with this new work,’ said Rosen.

This is the first campaign under a new management team at Remington, which includes president Neil DeFeo and Linton.

Grey has handled Remington since 1981. The agency created the famous campaign starring Remington owner Victor Kiam. In those ads, Kiam said he liked Remington products so much ‘I bought the company.’

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