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17 July 2019

Freedom to Choose

by Syd Briscoe

Billie Razors: “Red, White and You Do You” - 36s

Despite claiming to tackle the scourge of unwanted body hair, it's rare for a shaving commercial to actually feature the stuff. Hairless chins and chests are re-scraped over in men's ads, while marble-smooth legs and armpits are displayed in women's campaigns without ever showing a single follicle cut down to size.

This bold commercial for Billie Razors intends to change all that, upsetting the established order of things by - brace yourselves - showing women with actual, factual body hair. Not CGI representations of hairs being cut stuffed between images of freshly waxed pits, but hairy legs, pubes, and all.

Director Ashley Armitage, in her first commercial outing, brings a firm grasp of aesthetics to the project. With pastel-tinged shots evoking old-world glamour offset against a modern soundtrack, it's as much an exercise in beauty as it is in feminist expression. By emphasising the choice, rather than expectation, to remove hair, the brand set themselves ahead of the pack in a major way.

Director: Ashley Armitage
Director's Agent: OB Management Ⓟ Ⓦ
Editor: Lizzy Graham ♀ Ⓟ Ⓦ @ Whitehouse Post Ⓟ Ⓦ
Sound Design: Wave Ⓟ Ⓦ
Music Supervisor: Rebecca Grierson @ SixtyFour Music Ⓟ Ⓦ

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