Gillette Innovation Explodes With Iron Man, Hulk, Captain America and Thor Razors

Fun spoof of category's clichés

Headshot of Kristina Monllos

Maybe you've let your beard get a bit grimy—winter did seem to last forever—and you could use a nice, clean shave for spring. But gosh darn it, your beard has gotten too mighty.

Could a superhero-infused razor conquer your super masculine mound of face hair? Well, you're in luck: Gillette has partnered with The Avengers' Stark Industries to create four new super-charged razors modeled after Iron Man, Hulk, Captain America and Thor. 

Yes, it's a spoof. But the brand breathes some life into its ads—the category has seen some cheeky upstarts lately—by hawking these faux razors, which nicely poke fun at the category's reputation for overblown technological advancements.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.