Composer Son Lux Plays A Piano Rigged With Razors For Gillette Ad

More and more companies are incorporating the precision of classical composers and performers into their branding as a means of illustrating the excellence of their product. We’ve seen it recently from car companies and culinary arts. Now we have something nearly everyone can appreciate from a precision standpoint: razors.

Gillette’s latest Fusion development is ProGlide with FlexBall Technology, a new product from the razor manufacturer that adapts to the contours and shapes of the user’s face and body.

To illustrate its breakthrough power, composer Son Lux performs this piano piece using a contraption that syncopates the playing of the piano with the individual razors. Lux composed a new piece specifically for this challenge, incorporating the signature Gillette outro in conclusion.