A razor brand’s ‘smooth’ Valentine’s Day promo

Wilkinson Sword documented its creative spin on handing out roses with a strong holiday message: Don’t irritate the ones you love.

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European razor manufacturer Wilkinson Sword gets about as close to the ideal as a brand can with its recent Valentine’s Day effort. Instead of pushing teddy bears and boxes of chocolates, why not get a little closer with your partner this holiday by giving yourself a nice, close shave, it asks.

The company’s well-groomed execution—shown in the video below—sets up an outdoor display of a man’s stubbly beard (although perhaps it’s rather presumptuous of me just to assume that it’s a man). Upon taking a closer look, however, passersby realize that the wall-sized gentleman’s whiskers are actually rose stems, each with a special valentine attached that reads, “This is not the day to irritate her.” When flipped over, the brand wishes people “a smooth Valentine’s Day.”

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