Billie Set Its Pitch in the Grooviest Research Lab of All Time

As retro-futuristic as it gets

Billie claims that its new Shave Glaze will leave you “dolphin smooth.” Can the personal-grooming brand provide scientific proof of such assertions?

Who cares! Billie’s latest spots—set in a 1960s pop-art version of a futuristic lab—pack more colorful imagery, campy costumes and bouncy bubbles than you can shake a test tube at:

Next, the team preps razors fit for astronauts:

This brand has a penchant for quirky satirical marketing. “The Billie Lab” expands that formula with its goofy tone and product focus. Here, the visuals and vibe prove appealing but not distracting (unlike Billie’s scratch-and-sniff NYC armpit hair from a while back).

Suddenly, laboratories are hot commercial settings. Chloe Fineman recently got all chic and scientific for Olaplex shampoo, while cute robots took a rainy-night drive aided by Bosch wipers.