JEFF HUGGINS

In launching a "$189 washcloth," we knew most men would object to the price and question why they would ever spend an extra 60 seconds a day cleaning their faces ... even men reading style and fashion magazines like GQ, Maxim, Esquire, etc. So instead of dancing around the issue, we created a campaign that goes directly at the resistance, and challenges the logic of spending more money on your shoes, your car, or your abs than on your face. In publications and social sites that let us say "F-ing," we did. In those that refused, we defaulted to "Hello."   CLIENT: Clarisonic  CD/WRITER: Jeff Huggins  CD/Art Director: Andrea Janetos  PHOTO: Steve Erle  PRODUCER: Josette Latta