Necessity is the mother of invention, particularly when you’re badly in need of a shave. In this wordless spec spot directed by Eric E. Fitzpatrick, a man—dressed in no more than a towel—looks inside the medicine cabinet above the sink and finds what he’s after: a can of shaving cream. Alas, the can is empty.
But the look in his eye tells us that bewilderment has been quickly replaced by inspiration. He makes a beeline to the refrigerator. In the blackout between scenes, we hear the pop of a bottle cap. The ad cuts to him, again at the sink. With his back to us, he blocks our view of what made the popping noise and the subsequent sound of pouring liquid.
Suddenly, he’s shaving with a rich, luxuriant lather. Next we see a glass of Guinness ale—its thick head of foam having proven the perfect complement to a razor blade. The man’s admiration of his clean-shaven face makes a case for Guinness’ inclusion in a personal toiletry kit. More importantly "Shaving Cream" makes a case for Guinness’ stout full body, which yields a froth that can get a person out of and into a close shave.
Fitzpatrick also wrote "Shaving Cream" and co-produced it with Mike Lazano. Production supervisor was Diana Vance. The DP was Toni Arendt. Angela Pelayo served as production designer, and Margarita Fitzpatrick was the stylist.
Freelancer Mike Berenson edited the spot. Online editor was Noel Castley-Wright of Company 3, Santa Monica. Colorist was Company 3’s Mark Osborne. Audio engineer was Ted Lobinger of Latte Mix, Santa Monica.
"Shaving Cream" is one of two spec spots financed by Fitzpatrick in order to demonstrate his directorial talent. He called in favors from industry associates to get the work produced on a tight budget.
Having graduated from Emerson College, Boston, with a degree in marketing and advertising communications, Fitzpatrick moved to Southern California in January 1999, becoming a production assistant on spot shoots. But when the actors’ strike began on May 1, P.A. work began to dry up. So in July, he took a position as assistant to an executive producer on the UPN TV series Girlfriends. In the meantime, he’s begun circulating his director’s reel to select commercial houses.
