Schick's 'Smooth Lee' battles facial-hair ninjas in regional campaign

The campaign is launching in several markets including China, Thailand, Indonesia, Hong Kong, Malaysia, Philippines, Taiwan and New Zealand. In Malaysia and the Philippines, a TVC (above) leads the campaign, while in other markets it is running as pre-roll through social channels. The product is Schick's Exacta 2 razors.

Smooth Lee made his debut in December 2011 through a viral video, a microsite, sampling and retail demonstrations, followed by two additional campaigns in 2012.

“Smooth Lee is a great idea that resonates well with our target audiences across APAC," said Michel Mommejat, managing director at AdPeople APAC. "It is not only fun but allows for an array of branded content to demonstrate product benefits through digital and social channels.”

Joy Delis, area marketing director of Schick Disposables & Women’s Systems, added that the humorous yet informative execution encapsulates the youthful and approachable nature of the brand.

The agency claims that within 20 days of the launch, the Smooth Lee online video has garnered 15.9 million unique impressions.

Clearly, Schick has a better handle on how to make use of Bruce Lee than Johnnie Walker, which invoked the legend in a 2013 campaign that drew criticism because Lee mainly abstained from alcohol during his life.