Going to the movies, spectators expect more entertainment than watching films at home. This is also true when it comes to advertising in cinemas. Therefore the commercial "Blades" uses typical vignettes from male film genres with blades as an important supporting act, e.g. cloak-and-sword, suspense or horror films. In order to further stress this cinema-impression, the vignettes were filmed like cinemascope widescreen movies.

After airing "Blades", the market share increased dramatically and NIVEA FOR MEN managed to increase sales for Replenishing Balm by 53%.

The commercial worked for the entire range as well: all 3 NIVEA FOR MEN balms ranked top-10 within the category item ranking.