Manscaped Redefines Groin Grooming Norms with Humorous Campaign and AR Experience
New project ingeniously challenges taboos, initiating a dialogue on unconventional male grooming practices and promoting open conversations about the subject's nuances and importance
Sumit Rawat
In the era of extensive below-the-waist grooming options, Manscaped pioneers a shift in societal dialogue with its latest ad campaign promoting the Lawn Mower 5.0 Ultra product.
Crafted by Pereira O'Dell, the unconventional commercial cleverly tackles the destigmatization of male groin grooming. Depicting an ordinary man engaged in everyday activities like jogging, attending a wedding, or relaxing in a hot tub, the ad introduces two mischievous miniature versions of himself. These tiny alter-egos, grappling with unruly hair and beards, symbolize the challenges men face in this realm.
The turning point occurs when the protagonist discovers Manscaped, using the product to achieve a smooth shave and gain control over his miniature counterparts. The campaign aligns with Manscaped's ongoing mission to normalize conversations around male groin grooming, evident in their past initiatives.
Scheduled to run on connected TV and social media platforms, the ad is complemented by an augmented reality filter on TikTok, Snapchat, and Instagram. This interactive feature offers users a playful glimpse of miniaturized versions of themselves and showcases various grooming styles.
Marcelo Kertesz, Manscaped's Chief Marketing Officer, emphasizes the campaign's aim to normalize open discussions about personal care, particularly below-the-waist grooming. Both the ad and the AR filter convey the message that grooming can be expressive, enjoyable, and even interactive, challenging traditional norms surrounding this often overlooked aspect of personal care.
