Kaplan Thaler Shaves All Shapes

NEW YORK The Kaplan Thaler Group has launched a campaign for Panasonic’s new ES-8092 Pro-Curve shaver that touts its speed, sharp blades and pivot action, the agency said.

The New York agency’s 30-second television spot broke June 1, features a more contemporary version of the 1960s song, “Bend Me, Shape Me,” and is narrated by actor Christian Slater.

Various shots of men using the shaver on their faces and heads are interspersed with some of their images morphing into one another in an effort to show that the pivoting head of the Pro-Curve can fit any contour.

The estimated media spend for the product this year is about $10 million, sources said. This particular commercial will be in heavy rotation through Father’s Day. Additional spots will break in the fall.

The effort uses Panasonic’s corporate campaign tagline, “Ideas for life.”