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JWT throws down a challenge to Gillette and Grey with swashbuckling new Wilkinson campaign

JWT seems to be waking from its slumbers (surely it can’t have anything to do with being called J. Walter Thompson again? Everybody always called it JWT anyway). Not before time, you may say.

But credit where credit’s due and there’ve been a few decent campaigns recently, on both sides of the Atlantic. But this one from JWT New York is surely the best of the lot: Foreplay Meets Swordplay’ for long-time Gillette rival Wilkinson Sword.

It’s dead obvious – in hindsight – and destined to be a crowd-pleaser. But they didn’t know that at the time.

Niftily directed by Lieven Van Baelen for Alldayeveryday.

Arch rival Gillette moved from BBDO to Grey New York two years ago now and I can’t recall a noteworthy ad. Now they’ve a real challenge on their hands.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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