MANSCAPED Gives Men's 'Boys' the Love They Deserve
There’s a lot of data out there about men but only one truth… 100% of men think their 'groin' is one of the most important parts of their body. But the problem is that almost all of them feel uncomfortable talking about it. Especially when it comes to grooming.
MANSCAPED's goal for 'The Boys' campaign was to stop treating male groin grooming like it’s some kind of taboo. It’s 2024 after all, we need to normalise groin grooming for the benefit of men (and their partners) everywhere.
The challenge? How to talk about men’s nether regions in a TV-safe way. Enter the visual metaphor. The spot depicts the…you know what… as a pair of miniatures identical to every full-size male character, always attached to him at hip height. The visual allowed us to showcase exactly what the product was designed to do by changing the miniatures’ hairstyles throughout the spot.
This visual metaphor opened up a whole world – one where every male would have two identical groomed boys. The jokes unfolded naturally as the boys behaved like men’s body parts - bobbing around whilst jogging or floating to the top of a hot tub. And the ungroomed boys, well, they had a rough time of it until they finally got a little love via The Lawn Mower 5.0 Ultra, MANSCAPED’s newest groin and body hair trimmer.
In coordination with the campaign launch, MANSCAPED, with the help of Pereira O’Dell, will also be launching an AR filter on TikTok, Snapchat and Instagram so anyone can find out what their own boys would look like. The filter 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 (you know you want to).
According to Julie Rutigliano and Fernando 'Bisnaga' Passos, the creative director team behind the work, 'The Boys' filter is a way to expand the world they’ve built – a world where every man has two miniature versions of himself symbolising his, um, well you know.
The spot will run on connected TV and social media.
