This ad shows a man imagining several different styles for his hair and goatee in his bathroom mirror, before deciding on one style. Humour comes into the ad when we see his reaction to some of the styles. The ad focuses on the versatility of the Scherna Total Grooming System.
Philosophy
To clearly position the Scherna brand and product towards a young male audience. Build a clear propositon around total grooming - "For whatever style you want." And put the product benefit and brand personality at the heart of work.
Problem
The men's shaving market has been dominated by established brands that hold little relevance with younger men. Products lack differentiation and are rarely developed with the fashion, style and modern lifestyles in mind. Established brands have focussed purely on shaving where an opportunity seemed to lie in a complete grooming approach.