Heaven knows how much cash Gillette threw at Tiger Woods, Thierry Henry and Roger Federer for its new TV ad - or for the forced-grin frivolity of pretending they're bezzy mates who hang out in locker rooms, flicking towels at each others' princely backsides.

It went slightly cheekier for its online push, urging US men to shave their more intimate bits - with a not-very-sly suggestion that "trees look taller when there's no underbrush".

Good luck persuading Tiger to hack out of that patch of rough on camera.