Gillette has a series of print ads in the New York City subways currently which tie into the new Superman movie, and they posit the question: "How does he shave?" (There are a series of them, which each make a statement like: "We know how fast he is", "We know how strong he is", etc., leading up to the big one which asks how he shaves.) Well, this is a trick question, because men from Krypton don't grow facial hair, so they don't need to shave.
Okay, maybe that's not true, and if Superman grows facial hair, it's definitely going to be strong enough to bend and break steel razors. So then I guess he uses a razor made from industrial-grade diamonds. (This is cheap for him, because he can just make the diamonds himself by crushing a lump of coal in his hands.) Or else, maybe he uses a mirror and shoots his heat ray from his eyes into the mirror, deflecting it onto his face to burn off his razor stubble. (This must be how he cuts his hair, too.)
Oh, but while this is cute, this ad campaign seems to me to have been done by the wrong razor company. Because what's the letter on his suit? It's an "S", so it really should have been a campaign for Schick razors. And then they could have said: "The movie says the 'S' stands for hope, but it really stands for Schick: the only brand of super razor sharp enough to shave Superman's super beard!" (Actually, Schick could still make that ad as a retort to this campaign.)
But while I'm having fun with the Schick idea, this subway ad for Gillette is actually pretty good, because it posits a question that can stay in people's minds long after they see these ads, which keeps the product, and the issue of shaving in general, in their minds. (But since Schick starts with an 'S', it would have been much more natural for people to think of it instead of Gillette. And perhaps other people, like me, will think of Schick anyway as a result of this ad campaign.)
Here's an article about this ad campaign, which is getting a lot of buzz for its cleverness (it's a shame it couldn't have been for Schick though, just to connect the 'S' thing, but you can't always do everything you want in ads):
http://screenrant.com/how-does-superman-shave-answer-man-of-steel-video/
