This film has been created to demonstrate the high level of expertise and protection that Williams Expert's shaving gels offer .

Williams Expert is the only masculine brand delivering “Advanced Protection” that can turn grooming into a key step for men, providing them with the confidence throughout the day.

3 different super heroes have been created from the gel to represent the 3 actions of the "Advanced protection system" developed by Williams:

-"Gelman" is a metaphor for the "protection from irritations" benefit.

-"Ninja" is a metaphor of the "protection from cuts" benefit.

- Finally "Fireman" is a metaphor of the "protection from razor burns" benefit.

A shot of "Gelman" melting into the can further conveys the message of advanced technology encapsulated in the product.

Finally the brand signature "Williams, la protection rapprochée (The close protection)" has been developed to summarize the brand proposition: "Advanced protection to prepare your day with confidence".