The advertising has been created by J Walter Thompson and is part of the biggest marketing push Wilkinson Sword has undertaken to date as it takes on rival and market leader Gillette.
The campaign is based around the straplines "get ready" and "the world's first four-blade razor" and the ads show a series of "Quattro men" in different situations, where women pass over the better-looking man and go for the man who shaves with Quattro.
One shows a flight attendant ignoring a handsome man and stroking the face of the Quattro man. The ads use the "Quattro 4" hand sign, which has been adopted as a key symbol of the brand.
The 30-second television spot will air on ITV, Channel 4, Five and across satellite stations, with high visibility during sport and male-orientated programming. It will be shown during rugby coverage this weekend, but the full advertising blitz officially launches at the beginning of November. There will also be a poster campaign, as well as partnerships with national media titles. Media for the campaign is through Mediaedge:cia.
Wilkinson Sword will also be using its sponsorship as "the official male grooming partner to Manchester United" as part of the push, unveiling on- and off-the-pitch activity at the Wilkinson Sword-sponsored game at Old Trafford against Portsmouth on November 1.
Other facets of the campaign include an integrated PR programme, targeted sampling and viral marketing, as well as "on-beard advertising".
The company hopes that the Quattro will challenge the dominance of rival Gillette's Mach 3, although it has run into trouble with claims from Gillette that the Quattro has copied its patented technology.
Richard Nall, UK marketing director for Wilkinson Sword, said: "As a unique world first, which has already had strong, positive, feedback in consumer trials, Quattro will help position Wilkinson Sword as a leader in shaving innovation and a company spearheading future growth in shaving.
"As the most important launch in our company's history, we have invested heavily in a highly targeted marketing campaign to encourage existing male customers to upgrade their current razor and to recruit new consumers to the brand."
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