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

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