Title | THE UNSHAVED TRUTH |
Brand | PHILIPS |
Product/Service | ONEBLADE |
Category |
B04. Consumer Durables |
Entrant
|
ISOBAR SWEDEN Stockholm, SWEDEN
|
Idea Creation
|
ISOBAR SWEDEN Stockholm, SWEDEN
|
PR
|
ISOBAR SWEDEN Stockholm, SWEDEN
|
Production
|
SLUTET ÄR NÄRA Stockholm, SWEDEN
|
Credits
Alexander Slagare |
Isobar Nordics |
Art Director |
Catherine Heijl |
Isobar Nordics |
Copywriter |
Martin Petersson |
Isobar Nordics |
Account Director |
Rebecka Källquist |
Isobar Nordics |
PR |
Frida Wadsby |
Isobar Nordics |
Planner |
Erica Eliasson |
Philips |
Nordic Marketing Manager OneBlade |
Erica Lindhqvist |
Philips |
Marketing Director Nordics |
Jesper Ei Karlsson |
Slutet Är Nära |
Director |
Petra Krigström |
Slutet Är Nära |
Producer |
Alexandros Bakos |
Slutet Är Nära |
Executive producer |
Kenneth Ishii |
Slutet Är Nära |
Director of photography |
Write a short summary of what happens in the film
A young man shares his insecurities of not being able to grow a beard with his friend, and they end up having a vulnerable and affectionate conversation about what it means to be a masculine man.
Cultural/Context information for the jury
After researching attitudes towards masculinity and facial hair, we found out that the target group – young men in Scandinavia – can’t relate to the gendered stereotypes and masculine norms usually represented in advertising. When it comes to razor commercials, the macho ideal has gone even further, showing douchey guys with ripped six-pack abs and perfect beard growth. An ideal that limits young men to look and behave in a certain ’manly’ way. The film has been shown on social media, where these young men might need an extra reminder that they’re OK just the way they are.