Just came across a very cool campaign and microsite for Schick – who for years has always been the groovier brand that competes against the big dog (Gillette) in the shaving/grooming space.  This means the team at Schick has to work harder and be more creative and clever to engage their target audience in relevant and authentic ways – to keep the cool platform against Gillette who always seems a bit corporate/slick/packaged.  

The new Schick campaign is centered on the theme of irritation and the Irritation Busters.  The site has some hilarious videos of “things that irritate us” like Emo Kids, dog poo, naked people in gym lockers, annoying neighbors, hours of fun for everyone.  The videos look authentic which is a relief, I hate those videos that are so obviously staged that its so demeaning to the viewers.  

In any case, this site definitely is a great example of a brand playing with their audience, not taking themselves too seriously and just having fun.  People can submit things that irritate them and the Irritation Busters will go shoot it in action.  And the piece d’resistance, you can win a velour track suit (like the guys wear in the videos) for your own "sexy back living" around the home or out in public if you so choose, it's all good.