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Embracing music has become a popular strategy for making potentially dull brands seem cool, and Gillette is leaning hard into the approach with a new spot that turns its razors into part of an elaborate piano-playing machine.
Son Lux, an artist and producer who recently collaborated with Lorde, performs an original composition on the contraption, which rigs a second keyboard into a pulley system that controls the razors—which in turn press the keys on an actual piano.
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