Schick has launched a series of commercials to promote its new line Schick Hydro Razsors, delivering comfort to men’s face skin. The new line is equipped with special containers with an advanced hydrating gel reservoir with soothing aloe vera and vitamin E and innovative skin guards, which help reduce skin irritation.

The properties of the new products are unveiled in a set of new videos by director Daniel Benmayor via Anonymous Content. The Hydro Experience campaign, developed by JWT, New York, features men, who are hit right into their face with a blast of water, which symbolizes the hydration delivered by the new razors.

These splashes come from things, which male consumers may encounter every day. The main characters are struck at their face with various objects, ranging from pillows and blouses (by girlfriends) to balls, swards and fists at pitches and boxing rings. But every time, instead of being actually hit, they get a geyser of water directed to their face. This all shows how gently the Schick Hydro line deals with the face skin.