Camera phones have opened up a whole new category of sharing – d**k pics. Men like sending them. Women hate getting them.
Manscaped is asking men to Send Face Pics Instead, in a campaign with Special US. The campaign underlines the brand’s expansion into mancare all over instead of just down under – with the campaign aiming to give men as much confidence to send a picture of their face as it is of their things down there.
The hero spot gives the d**l pic trend the thumbs down it deserves with a little humour and a lot of heart, guiding men gently into an alternative suggestion – show her your face. It is running on Manscaped’s YouTube channel and social media platforms, and across national broadcast and streaming outlets, including Paramount+, Hulu, and Peacock. OOH ads are running in Austin, Brooklyn, Chicago, and San Francisco, supported in dating app takeovers, creator-led content, influencer activations and social posts.
The campaign began with a study with Kwantlen Polytechnic University (KPU) and the O.R.G.A.S.M Research Lab (O-Lab), to convince men of what is obvious to women. Its exploration of gender differences in digital flirting preferences resulted in an answer:
The full study has been submitted to The Journal of Sex Research and is expected to publish later this year. Key findings are available now on the MANSCAPED blog. Dr Cory Pedersen and Amanda Champion of the O-Lab have also teamed up with sex researcher and author, Dr Justin Lehmiller, on his Sex and Psychology podcast to explain the findings and they will appear on the podcast, Pretty Basic, in September. Lastly, Manscaped brand ambassador, Pete Davidson, will share his thoughts about the best selfies in an upcoming episode of Paul’s Best Podcast, hosted by Paul Virzi, in August.
Credits:
Client: Manscaped
Chief Marketing Officer: Marcelo Kertész
Global Omnichannel Marketing: Ryan Fiore, SVP
VP, Integrated Creative: Henry Arlander
Executive Creative Director: Charlie Wolff
Executive Creative Director, Design: Steven Arteaga
Executive Director, Creative Strategy: Scott Jensen
Senior Copywriters: Michelle Smith & Mary Buzbee
Senior Art Directors: Katie Gough & Lauren Meadows
Keith Cecere, Executive Producer
Creative Agency: Special U.S.
Chief Executive Officer & Partner: Kelsey Hodgkin
Chief Creative Officers & Partners: Matthew Woodhams-Roberts & Dave Horton, Chief Creative Officer & Partner
Creative Directors: Chris Juhas, Adrien Bindi, Jon Marshall & Kris Wixom
Associate Creative Directors: Shelby Lemons & Dan Greener
Senior Producer: Jordan Sider
Group Account Director: Caitlin Miller
Account Director: Natalie Brock
Head of Strategy: Helene Dick
Senior Strategist: Jen Rose
Business Affairs Director: Maryam Ohebsion,
Production Company: O Positive
Director: Jess Coulter
Executive Producers & Partners: Ralph Laucella & Marc Grill
Executive Producer: Ken Licata
Head of Production & Producer: Devon Clark
Production: Someplace Nice
Executive Producer: Chilo Fletcher & Estelle Weir
Head of Production: Stephen Bodner
Producer: Trudy Turner
Editing: Exile
Grade: Shiny Giant
VFX: No Mercy
Music & Sound: Jafbox Sound
