“Where have you been all my life” and “I will never use another electric razor for as long as I live” were just some of the incredible reviews we’ve encountered along the way. So we turned these into campaign films and stories, based on real reviews. Honest reactions dramatised with fiction to prove legit product superiority - touché!

James Davis gave the OneBlade 5 stars and wrote: “As a modern day Shakespear might say: ‘To shave, or not to shave, that is the question’. The answer is the Philips OneBlade.”

After giving it a 5-star rating on Amazon, Spookie Wookie from Germany wrote: “Astounding! After years of struggling to keep the crown jewels in ceremonial order, the answer to our dreams has arrived!”

Brett, from the UK, rated the OneBlade with - you’ve guessed it - 5 stars, and wrote this about it: “I started shaving things I’ve never shaved before. FOR. FUN.”

Mr. Oz gave the OneBlade yet another 5-star rating and wrote the following: “My clockweights are now smooth as mint imperials”

We kept finding many more too-good-to-be-true, weird reviews and that served as the base for the launch campaign. And once the ads were out there, something unusual happened: people started reviewing our review-based campaign. A sort of review-ception online, bringing it all full circle.

But we saved the best for last: our campaign films were turned into guerrilla movie posters and were put up in theatre walls. At first glance a blockbuster, but if you look carefully you’ll realise it’s actually a product ad. The films were then exhibited as trailers in different cinemas around the world.

If you’d scan the QR-Code on the poster to know more about the ‘film’, you’d land on IMDB. What looks like just another IMDB movie page was, in essence, another sneaky product ad in disguise.