Men don’t care about shaves as fresh as the great outdoors, the unleashed power of advanced micropulse technology, or bold bursts of the sublime. They just want to stop slicing up their faces so damn much.

Barbasol. Makes shaving easier.

Civil War Soldier

Magazine ad series

Beard Champion Caveman Biker

Ambient Ad

Sandpaper Path

Coarse sandpaper installations along escalator and moving walkway paths evoke the painful, tedious, and unavoidable nature of shaving.

Sandpaper Path

Barbasol signs at the end remind men that it doesn’t have to be so bad.

30-Second Radio Spot

Open on Barbershop Quartet performing a cheerful a cappella version of The Beatles’ Yer Blues.
Barbershop Quartet: In the morning, wanna die. In the evening, wanna die. If I ain’t dead already, girl you know the reason why.

Singing quiets and continues as melody-only as Bruce Willis voice-over comes in.
Bruce Willis: Shaving is hard. Always has been. Barbasol makes shaving easier.

Barbershop Quartet: The eagle picks my eye. The worm he licks my bone…

Other Songs in Series

Rollin’ and Tumblin’, Muddy Waters
Love Hurts, Everly Brothers / Nazareth
Everybody Hurts, REM