Discarded hair sings a lovelorn anthem in Manscape’s first-ever Super Bowl commercial. The campaign by Quality Meats plays with the fact that some men have hair growing everywhere they don’t necessarily want, and when it’s gone, they feel better.

But how does that unwanted hair feel? Probably not great. No one wants to be discarded.

Hair is played by melodramatic, puppet-like monsters. The song is an emotional power ballad. Visuals are kept simple so as not to overshadow hair’s doleful crisis. The 30-second version will air just before the Super Bowl kick-off officially introducing Manscaped’s new brand platform, Mancare Your Everywhere, as it expands to cover every aspect of men’s grooming, from head to toe.

“We all get grossed out by hair once it leaves our body – especially when it becomes that sad little clump in the drain,” stated Marcelo Kertész, CMO of Manscaped. “Giving that hair a voice, and a beautifully overdramatic one, felt like the most honest and entertaining way to tell our story. It’s uncomfortable, funny, emotional, and unmistakably Manscape.”

The commercial, directed by The Perlorian Brothers and produced by MJZ, brings a cinematic sensibility to a category that often plays it safe, transforming what most men wash down the drain into tiny hair puppets with big voices and even bigger feelings. The emotive critters were handcrafted by production company, Can Can Club.

Behind the scenes:

“We wanted to create something America’s eyeballs have never seen before,” commented Gordy Sang, co-founder and co-CCO of Quality Meats. “And not go the typical Super Bowl route of hot new celebrity for the sake of hot new celebrity. So we went the exact opposite direction: grotesque- yet-weirdly-lovable singing hairball monsters who are ultimately chopped off and thrown away due to Manscaped.”

MANSCAPED kicked off the full campaign ahead of the Super Bowl with the launch of a teaser video and a meme-driven social rollout teasing the brand’s Big Game arrival. It continues now with social and lifestyle creator content across a range of talent, including @pokemonmasterzo; comedian, Stavros Halkias; and professional hockey player, Quinn Hughes; supported by paid media, retail activations, and PR.

Watch the teaser: