Hey, at least your shave is smooth with Schick Hydro Silk
Directed by Magna Studios rising comedy talent Florence Winter-Hill, and featuring a standout female-led production team, the campaign delivers a fresh, filmic approach to personal care.
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Schick Hydro Silk is back with a new look, a bold campaign, and a creative execution that puts high craft at the forefront.
Hey, At Least Your Shave is Smooth flips traditional beauty advertising on its head, using humour and grounded storytelling to connect with real women. Directed by Magna Studios rising comedy talent Florence Winter-Hill, and featuring a standout female-led production team, the campaign delivers a fresh, filmic approach to personal care.
With DP Diana Olifirova, Editor Sophia Lou, and Colourist Roslyn Di Sisto, the films capture awkward moments with authenticity and cinematic flair. The campaign spans CTV, social, e-retail, and in-store, marking a significant creative and strategic shift for the brand.
This is agency Bandits & Friends’ first campaign for Schick since winning the business in the Fall of 2024. The last big brand effort was in 2016. The campaign will span CTV/OLV (:30s & :15s), paid social, digital video, e-retail, and in-store.
"We’re so excited for the release of our new campaign. There is tremendous equity in the Schick Hydro Silk brand, and we can’t wait to reach more women with our new, lighthearted campaign that talks to women, like women talk to women.” said Jeanne Collins, Head of Marketing Shave, Edgewell Personal Care.
“Relaunching a legacy brand takes more than just a great idea, it requires deep strategic thinking, bold creative execution, and an unrelenting commitment to every detail. Our team poured everything into this campaign to help the brand reclaim relevance and win the hearts of consumers and retailers alike.” adds Courtney Berry, President & Co-Founder, Bandits & Friends
“Sometimes you go to a gyno appointment and are greeted with 7 med students. And sometimes you get to turn that very awkward life moment into a commercial. I’m grateful that Schick Hydro Silk wanted to create an honest campaign that talked to women in a very real way.” added Courtney Hoenicke, Senior Copywriter, Bandits & Friends.
"The ideas for these films felt so relatable, real, and genuinely laugh-out-loud funny to me, so going for a grounded approach, with a focus on authentic, realistic performances felt like the perfect fit. We aimed for a filmic style that felt real, comedic and accessible, and our incredible cast brought that vision to life effortlessly. Collaborating with the team was such a rewarding experience; it felt like we were all fully invested in creating something truly special." said Florence Winter Hill, Director.
