Gronk Struggles to Find His Balls in Innuendo-Filled Campaign Starring Camille Kostek

When Manscaped, the first and leading brand dedicated to men’s grooming and hygiene below-the-waist, was looking for a pair of brand ambassadors to bring a campaign for their new Lawn Mower 3.0 trimmer to life, they needed a couple who could pull off the brand’s signature cheeky comedy while still resonating with their core client demographic. Enter Sports Illustrated Swimsuit Issue cover model Camille Kostek and her little-known boyfriend, NFL superstar Rob Gronkowski.

Across a series of unique digital spots, Kostek and Gronkowski amp up the funny, showcasing the utility of Manscaped’s newest trimmer while also having fun with some of the product’s more nuanced selling points such as its 'SkinSafe Technology' and waterproof functionality. Manscaped is leaning into the power couple’s relatability and humour in order to connect with a consumer base that crosses both Kostek and Gronkowski’s sizeable fan bases.

To bring the campaign to life, LA-based Manscaped partnered with integrated marketing company GYK Antler and their internal production house Big Brick in order to concept, shoot and post-produce the spots, which went live on 13th September. With the entire engagement spanning a total of one week from kickoff to capture, the teams worked in unison to create and coordinate a shoot that would elevate the creative while simultaneously meeting all of the challenges of production in the world of Covid-19.  

With Gronkowski heading off to NFL training camp the morning after the shoot, strict social distancing measures were in place on set to ensure not only his and Kostek’s safety, but also that of the entire crew. A remote video village was set up with live-streaming functionality to the Manscaped offices in LA, allowing seamless communication throughout the long day of creating the type of tongue-in-cheek humour the brand has become known for.

After a 10-hour shoot day featuring countless outfit changes from the SI Swimsuit model and considerably less outfit changes from the often-underwear-only clad NFL superstar, the team had captured three unique digital spots that will be sure to have fans of Manscaped, Kostek and Gronk hitting the 'like' buttons on their devices all season long, in addition to selling a hell of a lot of new trimmers.