Shaving advertising is known for two things: fake, computer-generated product demonstrations and ‘gimmicky’ product innovations like microscopic blade improvements. “Piano Demo” bucks this trend, exemplifying ‘demotainment’ by showcasing the product innovation and benefit in a real, in-camera, breakthrough manner.

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Flexball brought in over $35 million in total sales, exceeding Gillette’s expectation by over 80%. “Piano Demo,” achieving over 11 million views across social channels and over 9 million unique earned impressions, is a key driver of the success.

“Piano Demo” elicited positive sentiment from consumers and media alike, resulting in 85% positive social commentary. Gillette is praised for its creative foray into the music space. Pull-through of the product benefit is also seen in more than half of the earned coverage as editors hone in on the movement of the razor.

Moreover, the successful click-through-rate on the video’s end slate proves that “Piano Demo” achieves our ultimate goal of engaging consumers in the larger FlexBall story – after seeing the demotainment, guys watched additional content. As these supplemental videos are more focused on tangible product benefits, “Piano Demo” is successful in leading to purchase later down the road.

The song itself has even gained the attention of talented fans who have uploaded videos of themselves playing the song. One fan even transcribed the song and put it up on YouTube for all to learn. This solidifies the success of the video in not only promoting FlexBall, but also adding value to our core target’s lives.

FlexBall is now launching across the globe, and “Piano Demo” is a key component in all markets. Some are even recreating the piano rig to showcase at live events.