The Art of Shaving Presents 'The Brotherhood of Shaving' 2011 Advertising Campaign

MIAMI, Nov. 29, 2011 /PRNewswire/ -- A year following the introduction of The Art of Shaving's highly-successful 'The Brotherhood of Shaving' print and outdoor advertising campaign which established a manifesto for men dedicated to the ritual of achieving the perfect shave, the P&G owned luxury men's grooming brand ups the ante with the introduction of a follow-up campaign that aims to communicate distinct 'Brotherhood' personalities, articulating the values of the brand and a stylish perspective on modern masculinity.

The new advertising campaign, created by BBDO, launches to coincide with the celebration of the brand's 15th Anniversary. The new creative builds on the stylish appeal of the original adverts with the introduction of six 'Brothers', each representing male individual archetypes in a post-metro sexual, post-Mad Men world. Each of the six distinct 'Brothers' demonstrate individual lifestyle approaches to a man's daily shaving ritual; The Gentleman Shaver, The Old Soul, The Shaving Savant, The Reformed Troglodyte, The Ambassador of Smooth and The Incurable Romantic. Each of these playful personalities conjures an entertaining insight into men's individual grooming rituals and lifestyle behavior. The campaign is brought to life with poster adverts that showcase each character with a single execution that brings together all six personalities.

The new campaign can be seen in national print publications including G.Q., Details, Men's Health, Esquire, and Out Magazines as well as via targeted outdoor. For this second incarnation of The Brotherhood of Shaving, the campaign goes beyond print with the production of three stylish short films that highlight the most iconic characters; The Gentleman Shaver, The Ambassador of Smooth and The Reformed Troglodyte. This new sharable video content, directed by Ben Briand and produced by The Institute, serves to engage The Art of Shaving's dynamic social media following in partnership with Esquire.com and the brand's Facebook page. To view the campaign videos visit www.theartofshaving.com/brotherhood.

Damon Jones, spokesperson for The Art of Shaving comments: "The Art of Shaving clients are united by their enthusiastic appreciation for the artistry of a traditional barber shave. We believe that this brotherhood of like-minded men will enjoy identifying with the six characters represented in this highly-engaging advertising campaign. Adding a dynamic digital component allows fans to share videos with their personal networks, enabling The Art of Shaving to build a greater level of engagement with our consumers."

About The Art of Shaving

Founded in 1996, The Art of Shaving is considered the world's leading premium shaving brand with its aromatherapy-based grooming products, high-end shaving instruments, and a retail chain dedicated to men's shaving. The Art of Shaving has trademarked its wet shaving system "The 4 Elements of the Perfect Shave" – Prepare, Lather Up, Shave, and Moisturize – and is recognized as one of the best-selling men's brands at high-end department stores. The Art of Shaving Shops are found in 60 self-named locations across the US. The Art of Shaving is sold online at www.TheArtofShaving.com and at fine retailers such as Nordstrom, Bloomingdale's, Sephora, Neiman Marcus, Barneys New York, Saks Fifth Avenue, and Macy's.  The company, which was started in a kitchen, is now a worldwide organization still nurtured by the founders' same talent and passion. They have succeeded in creating a brand with a mission, one that promises to be a household name for generations to come.

About The Institute

The Institute is a multi-platform media company that integrates exceptional creativity with brand marketing discipline to produce the best in entertainment. The Institute's unique model employs consumer engagement, marketing, production, financing, and distribution, resulting in marketing and entertainment products that correspond with consumer demand.

About Ben Briand

Benjamin Briand (born 4 March 1980 in Kew, Victoria) is an Australian film director. With a background in fine arts, Ben is a creator of films, commercials, music videos and video installations. Briand's award winning work is often praised for its unique approach. He possesses the ability to form delicately crafted visual images whilst also generating honest human warmth from his characters. The result is often emotional as well as visually striking.

SOURCE The Art of Shaving

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