JWT London has launched a new exciting campaign for Wilkinson Sword called 'Break the Routine'.

Targeting fashion-savvy Londoners, the three executions play on the mundane routine of shaving and show how Wilkinson Sword’s Hydro 5 Groomer can help try more exciting styles.

The creatives behind the ads said: "Nowadays, more and more men take pride in their appearance. However, many still don’t realise the potential of shaving and grooming, for them it's simply a daily chore. We wanted to show them how easy it is to break their shaving routine and create a multitude of new looks and styles."

The campaign will run in the press, OOH and indoor posters.