Gillette: Worlds Scariest Shave

My thoughts on the commercial viability of healthy shark populations in todays media

I recently had the privilege of working on a major commercial campaign for Gillette. Their commercial agency BBDO presented a challenge, create a compelling and commercially viable advert, based around proven shark behavior, while remaining within scientifically viable boundaries. After seeing the advert I'm pleased to see their creative team achieved their goal. 

The premise of the commercial is simple. If you had to shave underwater (while surrounded by sharks), would you choose a razor that cuts, or a razor that delivers a smooth, abrasion free shave. From my experience I can definitely recommend the latter! (insert shameless plug for Gillette Pro Glide here) The threat I experienced from the many sharks surrounding us in the shoot was reduced by the cages, however, sharks are unapologetic predators and I certainly wouldn’t want to be bleeding, even minimally, around them if given the choice.

One of the nice things about working on this shoot was the attitude of the agency in charge. This was an important production for them and they were quite concerned that no sharks would be harmed during the shoot, also that we were not unduly influencing the behavior of the sharks by over feeding and getting them excited. To that end we used quite a small amount of chum (much less then tourist operators typically use) and paid particular attention to keep the sharks from getting too agitated.

Scientifically accurate, commercially viable

Some may argue that the commercial portrays sharks negatively, but I have a different opinion. In the fight for better understanding of these endangered and beautiful animals it is all too easy to overlook the fact that:

1. Sharks are predators
2. Given the right circumstance, Sharks can present a real threat to your safety

Sharks need our protection and understanding, but they also deserve our respect for being voracious and highly evolved predators. I have no ethical problems depicting sharks as predators as long as the scenario is contextually accurate. Now, this being a commercial, the editors had to amp up the tension a little but really, all we're seeing is a sharks' natural behavior and a tongue in cheek campaign centered around not wanting to bleed underwater. Fair enough really.

All in all I'm happy with the result. I was especially pleased with the agencies insistence that we use minimal chum and not interfere with the sharks to produce unnatural behavior. We also welcomed the support and endorsement of the American Humane Association (Film Division) and were pleased to be visited and watched over by the Bahamas Film Commission who joined us on site.

A live shark is more valuable then a dead shark

This shoot not only makes a great product spot for a well known brand, but it contributed many thousands of dollars to the local Bahamian economy. One of the most compelling arguments for shark protection is that not only are they essential to the ecosystem but that sharks are more valuable alive than dead, an important consideration for many developing countries that face economic challenges.  

In the last week I received the amazingly good news that the Bahamas has protected it’s sharks from fishing and export. This landmark decision was largely bolstered by economic demonstration of their live sharks' value. This shoot is testament to that fact and as such becomes part of the proof that a live shark truly is more valuable then a dead shark.

An Amazing Crew

While I have the privilege of being one of the faces of this campaign it could never have happened without the crew behind the shoot. I can’t say enough about the BBDO execs & creatives, the Director Sean Thonson and his team who were amazing to work with. The man behind the lens was Johnny Friday, a true legend underwater and the men that make it happen, Patric Douglas at Sharkdiver, Moondog, Capt’n Scotty and the crew of the MV Kate, you guys rock.

Can’t wait for the next one!