Gillette- ‘The Dad Test’

A newborn baby’s only communication during their first year of life is through touch. Academic research from Harvard shows that skin-to-skin communication releases “Love Hormones” right after birth and helps a baby build trust in its environment as well as trust in their parents. This double spread magazine ad for Gillette in Israel targets milleninials who are about to become first-time fathers. ‘The Dad Test’ demonstrates how beard feels against a soft newborn’s skin, with different roughness levels used. The adjacent page shows real scratch marks to demonstarte the level of roughness from facial hair.