Wilkinson Sword’s ‘Blade Master’ is one of fmcg’s more bonkers brand ambassadors. He’s obsessed with smoothness and style – and prone to sudden movements while brandishing a blade.
This new ad sees him put to good use by the Williams Formula 1 team, of which Wilkinson Sword is a brand partner. Team principal James Vowles has appointed our man ‘director of smooth’, with a brief to help the team be more “confident and sophisticated”.
Promising an “intense approach”, TBM arranges meetings with drivers Alex Albon and Carlos Sainz – having seconded reserve driver Luke Browning as a secretary. They gamely join in – with little acting required as they’re schooled on everything from handshake strength to accepting compliments. “I don’t even know if he’s a qualified… human being,” notes a bemused Albon in a post pep talk interview.
It’s good fun – with a great performance from the actor behind The Blade Master. Allowing the drivers to be themselves is likely to play well with the younger fans flocking to F1, too.
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