Wilkinson Sword Protector 3D Diamond razor’s latest TV ad aims to reinforce its positioning as “the sharpest blades in the world”. The ad, which runs through April on terrestrial and satellite TV, is the Warner Lambert brand’s second TV stint since its launch last September. It is part of a £2m burst that includes strategic instore promotions. The ad focuses on a panther and carries the strapline, So sharp it has to be kept behind bars’. The idea is to stress the product’s juxtaposition between sharpness and safety. The company claims there is no safer wet shave, thanks to the razor’s micro fine guard, 3D pivoting action and alpha diamond coated blades. It comes in two handle formats ­ neon yellow, targeted at 16 to 24 year old users, and matt chrome, aimed at 25 to 34 year old users. {{MARKETING - P&P }}