You probably have seen these water splash ads for the Schick Hydro Razor in magazines and in commercials. I found the boxing one in the September issue of Rolling Stone. The ads show a man partaking in typical masculine activities - getting pummeled in the face during a boxing match, heading a ball at a soccer game, getting smacked with a bo staff, , or playfully wrestling with a woman in bed. In each of these instances, the man is not hit in the head with a leather ball, a sharp blade, a gloved fist, or a sexy pillow. Rather, he is met with an invigorating blast of hydrating liquid. The concept here is linking masculine activity with smooth, refreshing hydration. The Schick Hydro Razor can offer you one while you're enjoying the other.