Clean Fighters

As we all know, Gillette got the opportunity to equip the US Armed Forces with razors as our American friends geared up to join the Great War – a few years after everyone else had gotten in on the action.

This not only gave Gillette a few million razors out there – and thus significantly increased the user base – but also gave Gillette a new thing to talk about in their advertisements.

Clean fighters - a 1918 Gillette commercial
Clean fighters – a 1918 commercial

The advertisement claims that ten million Allied fighters were using the Gillette daily. Somehow I doubt that number. Not only were there service kits from other manufacturers made and issued, but a lot of British and French soldiers and sailors had served in the war for years and had shaved daily long before Gillette ramped up production for the war.

Still, it is a neat old advertisement.

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