• by Amy Corr , June 10, 2015

When men's facial hair becomes a hot trend, razor companies must convince guys the opposite is true. BIC plays dirty in a series of online videos for its Flex 5 Razor, implying that men with facial hair are lazy, lack class and have common manners. In "Elevator," a man with facial hair does not hold the door for an approaching woman. A Mary Poppins-esque character appears to shape this boy into a man. She shaves his face, tucks in his shirt and now he's ready for love -- and to hold an elevator door. See it here. When a bearded guy hardly greets his girlfriend when she meets him at a bar, Mary Poppins goes wild, shaving his face and implying he's no gentleman. With a smooth face, the man offers his lady his seat, changes the big-screen channel and buys her a drink. Watch it here. In the last video, a man steals a woman's taxi. Mary turns the man from "lamentable to presentable," and he exits the cab for the woman. See it here. Cramer-Krasselt Chicago created the campaign.