Gillette recruits comedy creator Lachy McIntyre for Fusion5 Power push

Gillette has appointed Australian Instagram and TikTok comedy creator Lachy McIntyre as its newest brand ambassador, launching a social-first national campaign for the Gillette Fusion5 Power Razor.

The campaign, titled Power On, Irritation Gone, centres on humour-driven storytelling to tackle a familiar shaving tension for men: pressing harder for a closer shave and risking irritation, or shaving gently and missing hairs altogether.

Developed by Mumbai-based agency Imagos Media Communication, the work highlights the Fusion5 Power razor’s battery-powered micropulses, designed to reduce blade pressure while delivering a closer, more comfortable shave.

The partnership builds on McIntyre’s previous collaboration with Gillette alongside Pat Cummins, and reflects the brand’s increasing use of creators to translate product benefits into culturally relevant, platform-native content.

“Lachy brings an authentic, relatable voice that resonates strongly with Australian audiences,” said Michelle Liew, senior brand manager, Gillette Australia. “His ability to connect everyday moments with humour made him an ideal partner for the Gillette Fusion5 Power campaign, helping us communicate the product benefit in a way that feels both credible and culturally relevant.”

“Shave irritation is something a lot of men, including myself, have experienced, so it was a natural fit to partner with Gillette to bring that everyday experience to life in an authentic and entertaining way,” added McIntyre.

The campaign spans digital, social and in-store, led by a hero film and supported by short-form video, reels, bumpers and social assets designed to drive engagement across the purchase funnel.