You know it costs big money to have three global superstars in an ad. Tiger Woods, Roger Federer, Thierry Henry all appear in this Gillette Phenom spot- and somehow, I’m wondering: is this the best way to sell a razor?

“The word is mine” from getting up in the morning and shaving with the most comfortable razor in the world? I’m sorry, but no one has ever come up to me and said “nice shave”- it’s not quite like pulling up in a Lamborghini.

Superstars, special effects, big budget to run it, yet no real reason that resonates with me, Joe Shaver, who looks at shaving as something I have to do for a few minutes daily. Why should I spend more on a “Phenom” razor? To support the big budget ad campaign? At some point, the reality sets in- no razor is going to let me play golf like Tiger, hit a tennis ball like Federer or play soccer like Thierry Henry. There is a total disconnect between superstars and shower time.

If you are reviewing advertising campaigns for your company and want a simple test of agency competence- ask if another product could be placed in your ad- and still work? If not, time to go back to the drawing board.

This ad could be for any razor- or soap- or even breakfast cereal and not miss a beat.

I bet Gillette could get a better ad without the three superstars, special effects, or glitzy graphics- by just doing a simple head to head comparison ad- if in fact their razor is really all that and a bag of chips.