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I was presented with the task of making a print advertisement for a product of my choice. I chose Gillette because I felt the brand's advertising would call for strong visual solutions.
As someone who has used cheap disposable razors before, I am always annoyed by how clumsy they are – they shave inconsistently, tug at your skin, and leave stray hairs untouched. In razors, people are looking for precision and sharpness, two things at which Gillette excels. I began to think of other precision instruments, where I struck upon surgical tools, especially scalpels. They are some of the sharpest blades on Earth. In the steady hands of a surgeon, they are among the most precise. These combined attributes are rare, so this comparison works well to bridge the two objects. As for the copy, I looked back to the first time I shaved when growing up. I was blown away by easy it was and how smooth my skin felt afterwards. This translated into "Impossibly Sharp," which ties into how Gillette does the seemingly impossible in getting such a close shave.
This print execution works as a visual simile to positively compare Gillette's razors to the sharpest, most exact tools. Portraying Gillette Mach 3 blades in the company of a surgical scalpels and scissors illustrates these dual qualities and says, "Gillette Mach 3 razor blades are so well-crafted, they wouldn't be out of place on a tray of surgical instruments."