Gillette has unveiled Australia creator Lachy McIntyre as its newest brand ambassador and star of its new national campaign, ‘Power On, Irritation Gone’.
McIntyre stars in the spot benefits of the Gillette Fusion5 Power Razor. The 360-degree initiative spans digital, social, and in-store channels, leveraging humour-driven storytelling to engage Australian men around a common shaving challenge.
Developed and executed by Mumbai-based agency Imagos Media Communication, the campaign tackles a familiar dilemma: pressing too hard for a closer shave but risking irritation, or shaving gently and missing hairs altogether. The Gillette Fusion5 Power razor addresses this with battery-powered technology that delivers soothing micropulses, reducing blade pressure for a closer shave with less irritation.
To amplify reach and relevance, Gillette has partnered with popular Australian Instagram and TikTok comedy creator Lachy McIntyre, who serves as the face of the campaign. This collaboration builds on McIntyre’s previous work with Gillette alongside Pat Cummins.
“Lachy brings an authentic, relatable voice that resonates strongly with Australian audiences,” said Michelle Liew, Senior Brand Manager Gillette Australia. “His ability to connect everyday moments with humour made him an ideal partner for the Gillette Fusion5 Power campaign, helping us communicate the product benefit in a way that feels both credible and culturally relevant.”
“Shave irritation is something a lot of men, including myself, have experienced, so it was a natural fit to partner with Gillette to bring that everyday experience to life in an authentic and entertaining way.” added Lachy McIntyre, Australian Instagram and TikTok comedy creator.
The campaign includes a hero digital film supported by an extensive social media toolkit featuring bumpers, reels, key visuals, and posts designed to engage consumers across the purchase funnel.
