These ads raise so many questions: Is it really a good idea to use a razor down there? Does she shave her pits and crotch, but not her legs? And why the hell does he depilate a semicircle above his junk?
These towels were created by BBDO Germany and supposedly left in grassy parks to promote Gillette's brands to men and women. Cannes gave them a Media Bronze Lion for "best use of ambient media, small scale."
I give it a "meh". I'm so tired of this "look how I represented the brand in a surprisingly visual way!" trend that's been prevalent in international advertising for the past 15 or so years. Awards judges (and ad bloggers) are not the client's target market.
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