Gillette got the composer, Son Lux to write and perform a piece of music with a piano rigged up to be played by Gillette razors:
When I saw it, I was immediately reminded of this Delta faucet ad that features a performance by Wilco’s drummer, Glenn Kotche:
In both cases, the ad features that product but in a way that has little to do with the everyday actual use of the product. It seems the me that the purpose of these ads is simply to create something visually and sonically interesting, in hopes for the videos to go viral and have there products featured in the middle of it all. It seems that with 2.5 million views, Gillette has succeeded in this strategy but with only a little over 100K views, Delta has failed.