Babies, Beards and Vikings in a Shaving Ad with a Difference

Fashionishtas may be busy debating whether or not we’ve reached ‘peak beard’, but if you want a definitive answer on the status of facial fuzz your best bet is to ask a baby. And they are positively pognophobic.
This new Wilkinson Sword campaign from Hamburg agency Labamba and production company Cobblestone capitalises on the historically fraught relationship between babies and beards in a new campaign designed to persuade dads to ditch their whiskers.
Director Robert Nylund takes us from shaggy caveman to hairy hipster in an amusing spot that takes an unusual approach to advertising men’s razors. Rather than appealing to vanity or using an aspirational strategy (sports stars, models), the campaign is more down to earth and focuses on men’s real relationships with their families.