Targeting
Just saw a TV ad for a safety razor called Micro Touch One or something like that. It’s nothing more than a standard, classic safety razor that holds a single, replaceable razor blade. You know, one of these 
things. The ad goes on about how this was the way your daddy and presidents shaved and all that, but…
The stroke of somewhat-clever is when the ad’s spokesperson says something like: “All these fancy pants razor conglomerates add more blades to their razors. Why? To charge you more money! One blade is all a real American needs (this last line is my own addition*, but I thought the ad needed it).” My interpretation: if you buy this razor, you will be sticking it to The Man, cause The Man’s been sticking it to you. It strikes an emotional chord (anti-establishment) while making a financial argument (extra blades are a waste of money) based on dubious shaving physics (extra blades don’t shave better). The spokesperson is the guy from one of those pawn shop reality shows. Know thy audience.
*Credit to Al Bundy.
Jae-Ho
I have now watched the ad and have thoughts to come. But thought number 1 is, how have they beaten the hipsters at their own game? Or have they?
https://www.onerazor.com/
What do they shave with?
I feel like Margaret Mead. Or E.O. Wilson.
Come to think of it, I’m not sure. Probably just an electric razor, which seems impossible.
I don’t know where else to put this – did you know that Glass Tiger was nominated for the Best New Artist Grammy in 1987…and lost to Bruce Hornsby?
Does that seem remotely possible?
I did not know that. But let’s see if I can offer a rationale.
Bruce Hornsby and the Range had an enormous hit with The Way It Is (not sure if that is the title) so not surprising they won a Grammy. Glass Tiger’s Don’t Forget Me When I’m Gone (again, not sure about the title) was also a huge hit about that time. There was also Diamond Sun, but that came later, I think. So it does make some sense to me Glass Tiger was nominated though I wouldn’t have guessed it. If you told me Alanah Myles (spelling?) was nominated, I would be less surprised. Kim Mitchell? I doubt it but I could believe it. Lee Aaron? No way. Mitsou? Come on.
I just assumed that something from Canada in the 80’s couldn’t possibly have hit the U.S. radar.
Also this: http://www.brandnamepencils.com/
I share this mental model of yours. Some acts seem quintessentially, dependently and endemically Canadian. Think Tragically Hip versus Bryan Adams. Then Black Velvet comes along and busts up that model. Alannah Myles’ home and fan base was fully Canadian and the source of any real longevity. But you can also look at her career through a nation-free lens and see that for a period, her nationality was irrelevant. This was hard to discern at the time from inside the Canadian bubble, where Canadiana is so hyped up that you can’t see the forest from the trees.
The fancy shape:
http://99percentinvisible.org/episode/the-fancy-shape/