How to convince users of expensive Gillette razors to try a more expensive new product? The answer is to find those people who do not care much about the price and who like techological innovations. The SmartTV technology helped us to find a suitable audience. And the tagline ("Protection from irritation") combined with the ad video setting (scenes of people being irritated in films) helped us to provide a truly deep invovlvement in the advertisement: 98% of viewers watched the video to the very end (1.6 times higher than the standard indicator). For the first time ever in Russia, an advertising micro-site also contained a video clip.