Schick Hydro: Wet'n'Wild'n'Back to School

The eager seductress has a long and honored heritage in the business of branding and marketing men’s shaving supplies.

Remember Gunilla Knutson, the Swedish model who purred, “Take it off – take it aaallll off!” in those Noxzema Medicated Instant Shave Cream commercials in the late Sixties and early Seventies? None too subtly, “The Stripper” song played in the background.

Well, at least in those ads, plenty still was left to the imagination.

Schick apparently has decided that the imagination is overrated and outdated, at least when it comes to advertising its Schick Hydro razor. In the spot above, a young woman appears to disrobe in front of a guy who probably was only hoping for hydration, and then throws her top at him.

Not surprisingly, the merchandise takes a back seat to the visuals in two spots that have begun airing. In a second spot – well, let’s just say that Hydro is nowhere in the picture and we’re one frame into foreplay.

The point of its ads supposedly is to illustrate how Hydro delivers “unexpected hydration” to the shaving process with its innovative new razors and blades, featuring “water-activated gel that hydrates your skin as you shave.”

Schick is also taking its wet'n'wild campaign back to school this fall. The brand is attempting to set a Guinness World Records feat, inviting students at 10 college campuses to "take a ride on the Hydro Slide and become part of history."

The school with the most people to Slide in one hour wins. Tour details are in the spot below and on the brand's Facebook page, where fans can also enter for a chance to win a Spring Break trip (to Daytona Beach, FL; Palm Springs, CA; Las Vegas, NV; or South Padre, TX).