Wilkinson Sword Intuition Embraces All Bits and Butts Realities

Wilkinson Sword Intuition’s latest campaign, directed by Caviar’s Marielle Heller, in collaboration with creative agency Pablo, pairs playful portrayals of body hair with a punchy, bold track leaving no nook or cranny untouched. The pan-European launch embraces the many lengths women go to shave, or not shave, have been beautifully executed in this pan-european campaign for the female shaving brand, from Edgewell Personal Care.

The launch campaign, with its new visual brand world and a bluntly honest tone of voice, reflects the reality of the category and the refreshingly hard truths some women encounter when faced with bodily hair upkeep.

The 30-second spot journeys through women of all ages, capturing the messy, amusing, and relatable moments involved in shaving bits, parts, and butts.

Marielle, director of the Golden Globe-nominated Nightbitch, brings Wilkinson Sword Intuition’s new direction to life: a no-nonsense, authentic look at women's real experiences, far from filtered perfection.

Set to the beat of an up-tempo and ridiculously catchy bespoke track produced by Noah Sacre and sung by the UK artist Ruti.

Marielle Heller said, "I love telling stories about women that don’t dance around the messiness and realities of life. The more we see our true selves reflected in media, the less alone we feel. We want women to laugh out loud with that sweet sound of recognition. Not all body hair stories are shameful! I’m thrilled Wilkinson Sword Intuition and Pablo get it — this campaign is truthful and honest, with a comedic edge.”

Alongside the TV commercial, the new brand world extends across OOH, social media, and digital, featuring photography by Ashley Armitage. Striking imagery of real women’s bodies and real hair reinforces Wilkinson Sword Intuition’s new bold design system.