There was a big tech announcement today, September 10. Some might even call it the biggest launch in tech history. With its dynamic display and premium metal body, it truly is a giant leap in performance and engineering.
The launch is dominating Times Square billboards.
But no, the product doesn’t fold. It’s Manscaped’s Lawn Mower Ultra Gen 6.
In seven hours, Manscaped pulled off quite the feat, launching a timely OOH placement in one of the most coveted advertising locations in the world, riffing off today’s Apple launch. While plenty of brands joined the conversation on social media, Manscaped took it to Times Square.
“We had to go all out for The Greatest Invention Known to Man’s Balls,” the company stated.
“All out” includes an intriguing campaign that asks an unexpected question – what happens when you advertise a ball trimmer like a luxury car or a high-end piece of technology?
The campaign borrows the visual language of luxury and technology advertising (think lavish lifestyle photography, indulgent material swatches, macro product shots, dramatic lighting, and futuristic environments) to show off the craftsmanship and engineering behind the device, while deliberately winking at the absurdity of treating a ball trimmer like a luxury object.
Director, Iain Mackenzie commented, “I wanted to make this a spot that had cinematic lift, and didn’t take itself too seriously without being crass. When all is said and done, Manscaped makes a marvelous piece of grooming technology, but we have to be honest about what the product is designed for. Blending visuals that are typical of innovative products with the humorous script was the perfect match for this campaign.”
The campaign kicked off on September 9 with two :30 hero spots, Fire and Chef’s Kiss. A third :30 commercial, What If, is slated to launch next month. All were developed in-house at Manscaped with production company, Madre, and directed by Iain Mackenzie, known for his impressive cinematic range and striking visuals, the ads give “the greatest invention known to man’s balls” the blockbuster debut it deserves.
Fire compares The Lawn Mower Ultra Gen 6 to fire, arguably mankind’s greatest invention (but it can’t shave your groin within an eighth of an inch perfectly).
Chef’s Kiss follows a team of Italian designers obsessing over the details of what appears to be a high-end car, only to reveal they’re perfecting a ball trimmer (culminating in a literal chef’s kiss to a man’s privates).
What If places a man in a pristine automotive design studio walking through the trimmer’s features as if he’s unveiling a new luxury vehicle (proceeds to shave his groin inside said luxury vehicle).
Scott Kaplan, ECD at Manscaped, explained, “We think of The Lawn Mower Ultra Gen 6 as the Italian sports car of ball trimmers. It has the sophisticated design and technology you’d expect from a luxury car or high-tech gadget, except it’s designed to shave your balls. That high/low tension is the crux of this campaign. Everything from the TV spots to the OOH to social looks and feels like advertising for a luxury car or high-end tech brand, but they all have rug pull humor that reminds you this is a product that trims your pubes.”
The campaign extends across OOH installations in New York City and Chicago, supported by influencer integrations, social media content, and digital assets.
Credits:
Client & Creative: MANSCAPED
Marcelo Kertész: Chief Marketing Officer
Henry Arlander: VP of Integrated Creative
Brian Thibault: VP Marketing
Scott Kaplan: Executive Creative Director
Lauren Meadows: Senior Art Director
Mary Buzbee: Senior Copywriter
Sara Dunaj: Senior Director, Integrated Marketing
Lucas Coyle: Director, Brand Awareness & Omnichannel Marketing
Steven Arteaga: Executive Creative Director, Design
Sherwin Blanche: Senior Manager, Visual Design
Edgar Mendez: Art Director, Brand Design
Armando Pacheco: Senior Designer
Keith Cecere: Executive Producer
Chance Saller: Producer
John Calderwood: Senior Post Producer
McKenna Jensen: Associate Producer
Lito Buendia: Editor
Production: MADRE/MOTHER WOLF
Iain Mackenzie: Director
Jonathon Ker: Executive Producer
Miguel Navarro, Producer @ LA BEAST
Todd Ilorio: VFX and Finishing @ Mother Wolf
Post-Production: ARCADE EDIT
Geoff Hounsell, Editor
Garrett McDonald, Assistant Editor
Wendy Umanzor, Post Producer
Creative Direction – 3D Animation and Image Creative: MIAGUI
Cássio Braga & Carlos Kulpa: Directors
Letícia Guerra & Bianca Bennecke: Project Managers
Ana Noveletto: Project Manager Assistant
Cecilia Posada: Business Manager Daniela Sostisso, Business Manager
João Vitor Senger: Concept Supervisor Bruno Osório, Concept Supervisor
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