Ad of the Week: Bic Flex 3 – Human Curling

What do you get when you shave down a guy, strap a curling handle on his back and throw him across the ice? It's the human curling web video for Bic's Flex 3 razor. And it's a nicely executed spoof spot complete with dramatic shots and over the top sports announcers.

The video starts in a dramatically lit shower scene intercut with roaring crowds in an olympics-like setting. Our steely-eyed hero starts shaving – first his scruff, then the hair on his head, then his chest – thankfully we didn't go beyond that.

He then comes out, to the delight of the crowd, lays on the ice in is speedo and a curling handle strapped to his back. The "pusher" throws him down the ice while sweepers correct his path. He hits a non-shaved human curling guy out of the target circle and wins. Bonus points for shots of guys in the crowd with different patterns shaved in their chest hair.

The marketing goes beyond that. The video ends with a split screen with two options. Click one side and you can go play the online version of the human curling game – either with mouse commands or with a Kinect-like web cam experience. Brilliant use of an Advergame to extend the engagement. The other side of the end frame invites you to click and become a Facebook fan. This is a great way to get someone you've just engaged to connect further. Nicely done, Bic.

 Bic Flex 3 – Human Curling

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Mike McClure - Yaffe Exec Creative Director & new human curling fan