Even if you say you hate ads, you MUST love the new work for Manscape by Pereira O’Dell. The Boys presents men’s balls as two little mates – mates who don’t always behave (but men love them nonetheless).
The hilarious visual metaphor does more than attract attention for an ad resistant audience. Practically, it also allows Manscaped to show exactly what its grooming product was designed to do by changing the miniatures’ hairstyles throughout the spot. And, importantly, it achieves the aim of stopping male groin grooming from being a taboo.
The campaign grew from an ad dilemma. There is a lot of data out there about men but only one truth…100% of men think their “groin” is the most important part of their body. But the problem is almost all of them feel uncomfortable talking about it. Especially when it comes to grooming.
In coordination with the campaign launch, that promotes Manscaped’s newest groin and body hair trimmer, The Lawn Mower 5.0 Ultra, Manscaped and the Pereira O’Dell will also be launching an AR lens on TikTok, Snapchat and Instagram so anyone can find out what their own boys would look like. The lens will augment two mini versions of the user at hip height, then populate various scaping styles until a random one is selected. Try it here.
The campaign was created by creative director team, Julie Rutigliano and Fernando “Bisnaga” Passos at Pereira O’Dell, who commented, “This commercial is actually a love story. Between a man and his boys. Let’s hope after seeing it nobody will look at men, or groin grooming, the same way again.” The commercial will run on TV and social media.
“We’re thrilled to introduce The Boys, a campaign that challenges outdated taboos surrounding male grooming. At MANSCAPED, we believe it’s time to normalize open conversations about personal care, especially when it comes to grooming below the waist. Both the campaign and the AR lens drive home the idea that grooming can be expressive, fun and even interactive,” stated Marcelo Kertesz, CMO at Manscaped.
“We couldn’t be more excited to launch this work with Manscaped and help put the conversation of men’s grooming on a national stage. The ingenious visual metaphor of The Boys is so disarmingly dumb you can’t help but smile. It’s so insightful and yet so relatable. Hopefully it inspires men to give their boys the love they deserve,”addedJason Apaliski, executive creative director, Pereira O’Dell.
