Matthew Miller
Jul 3, 2014

Schick's 'Smooth Lee' battles facial-hair ninjas in regional campaign

ASIA-PACIFIC - Schick and AdPeople APAC, which have been having fun with a martial-arts expert called 'Smooth Lee' since 2011, have cast the character in his most epic battle yet—against ninjas representing tough-to-reach facial hairs.

The campaign is launching in several markets including China, Thailand, Indonesia, Hong Kong, Malaysia, Philippines, Taiwan and New Zealand. In Malaysia and the Philippines, a TVC (above) leads the campaign, while in other markets it is running as pre-roll through social channels. The product is Schick's Exacta 2 razors.

Smooth Lee made his debut in December 2011 through a viral video, a microsite, sampling and retail demonstrations, followed by two additional campaigns in 2012.

“Smooth Lee is a great idea that resonates well with our target audiences across APAC," said Michel Mommejat, managing director at AdPeople APAC. "It is not only fun but allows for an array of branded content to demonstrate product benefits through digital and social channels.”

Joy Delis, area marketing director of Schick Disposables & Women’s Systems, added that the humorous yet informative execution encapsulates the youthful and approachable nature of the brand.

The agency claims that within 20 days of the launch, the Smooth Lee online video has garnered 15.9 million unique impressions.

Clearly, Schick has a better handle on how to make use of Bruce Lee than Johnnie Walker, which invoked the legend in a 2013 campaign that drew criticism because Lee mainly abstained from alcohol during his life. 

 

Topics

Related Articles

Just Published

2 hours ago

Initiative's Amy Armstrong elevated to global CEO, ...

Baxter will serve as chair of Initiative before taking up a new leadership role at IPG focused on "transforming and elevating" other areas of the group's portfolio.

2 hours ago

Indian agencies take 'no concrete steps' on mental ...

Exclusive Campaign India survey reveals that 71% of industry workers say their company has taken no steps to reduce stress, while 69% report no access to mental health services.

2 hours ago

Amazon Prime Video apologises, edits 'objectionable'...

The company's move follows protests against the content of the video series Tandav, which drew complaints against its makers and cast in Madhya Pradesh and Maharashtra in January.

4 hours ago

WildAid wants you to get emoji-nal about the ...

Why wouldn't you be red-faced in anger over trade in products from endangered species, a pro bono campaign from BBDO Bangkok asks.