After helping redefine the razor market with value-priced razors sold mostly online, Harry's is going a different route as well with its advertising.
In a campaign from new agency GSD&M, Austin, that launches Monday, a 3-minute video follows a fatherless boy who teaches a space alien the definition of "manhood." The tear-jerker spot, an unusual
approach for the category, focuses on the boy as he teaches the alien typically macho ways of dressing, walking and, of course, shaving. He then asks the visitor if he's seen his missing father (apparently an astronaut) up in space, and when given a sad look in response, his strong facade crumples a bit and he admits, "The truth is, there's no one way to be a man."