There may have been a valiant attempt to make body and face hair normal for women but it stills seems as though the majority don’t want it. Research also found out that they don’t want elaborate spa moments or self-maintenance pressure either. They just want hair gone, efficiently and safely. And 88% shave to do that. Wilkinson Sword intuition and agency, Pablo, have risen to meet the need with an answer that’s simple – a range of shaving tools, and a campaign called Any Hair, Anywhere that’s blunt and honest. Yes, the hero commercial follows the women’s advertising formula – anthemic song pls quick cut visual montage – but it gets its rational and emotional messages across.
The hero TVC was directed by Marielle Heller, and set to music produced by Noah Sacre and sung by the UK artist, Ruti. This portrayal of women’s relationships with body hair never shies away from the reality of hair growth and maintenance for all life stages, showing all its messy, sometimes funny, honesty.
The full campaign covers OOH, social media and digital activity. The new brand design system also features striking imagery of real women’s bodies and hair, photographed by Ashley Armitage. The new brand platform and campaign are the work from Pablo since winning the account in October 2024 and will launch across Wilkinson Sword Intuition’s 29 European markets, including a partnership with the Women’s Rugby World Cup in the UK.
Ray Shaughnessy, managing creative director at Pablo, stated, “The world of beauty and self-care maintenance is deeply complex for women for pretty much their entire lives, so we wanted to create a new voice in the category that doesn’t add stress or guilt or suggest women need to light a candle if they’re shaving their pits. In a world where we can proudly flex a brushed-out brow but no body hair, our female-strong Pablo team was very clear about wanting to support any choice that any woman wants to make, but show it with the real-talk and humour that the subject needs. Every touchpoint of the re-imagined Intuition world, from our new brand system to Mari’s film, has this punchy mix of blunt honesty, precision and celebrates our often messy lives.”
Credits:
Client: Edgewell Personal Care [Wilkinson Sword Intuition]
Marketing Director for Europe: Jonathan Norman
Brand Marketing Manager: Hanna Vohwinkel
Creative Agency: Pablo
Executive Creative Director: Dan Watts
Managing Creative Directors: Ray Shaughnessy & Dan Norris
Creative Directors: Katrina Encanto & EJ Galang
Chief Strategy Officer: Mark Sng
Planning Director: Joan Devereux and Britt Iverson
COO & Partner: Peter Moulton
Managing Director: Harriet Knight
Senior Account Manager: Madeleine Huxley
Project Manager: Emma Thompson
Designer: Karen Jane
TV Producer: Sasha Mantel
Production Company: Caviar
Director: Marielle Heller
Executive Producer: Sorcha Shepherd
Producer: Hannah Cooper
Director of Photography: Jamie Ramsay
Service Company: Juice Films
Photographer: Ashley Armitage
Offline Editors: Stitch
Editor: Flaura Atkinson
Offline Edit Producers: Maggie McDermott & Sarah Adewunmi
VFX Producers: Zuzanne Drozdz & Nicole Duncan
VFX Executive Producer: Tom Igglesden
Colour: ETC
Colourist: Megan Lee
Colour Producer: Alex Carswell
Audio Post Production: 750MPH
Audio Engineer: Giselle Hall
Audio Producer: Aishah Amodu
Music: Wake the Town
Composer Noah Sacre @ Speelburg
Artist: Ruti
Music Supervision: Dom Bastyra @ Wake The Town
