Gillette "Gillette club" by Grey London

In the wake of the success of the delivery business Dollar Shave Club, Gillette has created its own subscription platform and is advertising its services with a mafia-themed TV ad.

Grey London created the spot, in which a young crook tells his boss about a shipment of premium blades coming in off the dock at a bargain price – eventually convincing the don to sign up to Gillette Club on his mobile phone. The idea behind the ad is that Gillette’s new subscription service is so good that it has to be dodgy.