Very minimalistic: Braun Multistyler from Germany

This one here landed in my email Inbox as a recommendation. It's for a product called Braun Multistyler, sold in Germany. What exactly it is isn't exactly clear - the product only shows for a fraction of a second, but based on all the different graphic emoticon creations, I assume it cuts both kind of facial hair - the beard as well as the one on the head.

It's a neat creative execution. BBDO Dusseldorf/Germany did this. Visually, it links to the other work Braun puts out by being black and white (I ripped one of their U.S. ads in a December 13, 2010 review). Unlike with the Wrangler work reviewed two days ago, there is a consistent message being sent out on both sides of the Atlantic: Braun. Designed to make a difference. Although, it is not exactly clear what the difference is. They simply refuse to tell us.

It's a nice idea for a commercial though. A good concept. Puts a smirk on your face. Not sure it is big enough to carry an entire campaign that can be executed in multiple channels. After all, how many Braun products do you really want to (or can) feature this way? And how many more times can you listen to 'The Type Writer' song?

The minimalistic white on black approach reminded me of a campaign that XM Satellite Radio ran a few years back, done by the always merging Lowe agency network. The difference here: the line art concept allowed for more variations than the typewriter symbols. It was very well done. Here is one commercial - you will find the other ones on YouTube.