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15 January 2020

Starting Anew

by Syd Briscoe

Gillette: “Second Shave” - 1 min 47s

The Buddhist practice of tonsure - the ritual shaving of the head and face - is part of the ceremony involved in becoming a monk. While little-seen in these parts, Thai culture considers time spent as a monk as one of the most important events in a man's life.

Thatís the premise of this engrossing ad for Gillette, who aim to show how their brand - in this age of subscription razor services and beard worship - still carries weight around the world. Hence our trip into the Thai jungle.

Director Coral Amy Brown explores the emotional weight of the event for one family here, as a father looks back over his son's life before the ceremony takes place. The father's pride and love for his son are clear even without subtitles explaining his words, tone alone conveying his nostalgia for the boy he was and hopes for the man he is.

The reminiscing is interspersed with the son's ritual journey to the ceremony, and the emotional release as his father participates in shaving his head is clearly heartfelt. This is a beautiful piece of work from Gillette, and elevated far above the usual stuff we see in this sector.

Director: Coral Brown ♀ Ⓟ Ⓦ (OB Management Ⓟ Ⓦ)
Director's Agent: Agent Elson Ⓟ Ⓦ
Cinematographer: Pete Taifa
Colourist: Jack McGinity @ Cheat Ⓦ

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