Philips' Latest Film Shaves Away Outdated Perceptions of Masculinity

In a new campaign from Isobar Nordics, Philips chooses to go a different route than most other brands within the razor and grooming market.

While analysing research and previous studies on attitudes towards masculinity and facial hair, Isobar found that the generation of young men in Scandinavia can’t relate to the gendered stereotypes and masculine norms that usually are represented in advertising.

Beards have been a central issue in the construction of masculinity ideals and it’s not uncommon to find ads telling young men that they need to be macho, full of confidence, have a perfect jaw line and six-pack abs. However, this image doesn’t resonate with young men in Scandinavia; it’s one they can’t recognise themselves in at all, but rather are limited by.

Based on this insight, Philips Nordics and Isobar Nordics took an approach very different to the industry standard and developed a concept that reflects and questions grooming standards and outdated perceptions of masculinity in society. The two-minute film centers around two young men, discussing vulnerability, not being able to grow a beard and what it means to be a man. The campaign is called “The unshaved truth” and the film, which is produced by Slutet är nära, will run on social media this summer. 

The Philips OneBlade is designed for all types of beard styles, not just the full beards that we normally are exposed to. With this campaign, we wanted to shave away the stereotypes and illustrate that there is no right or wrong way to style or grow your beard – because masculinity has nothing to do with it. OneBlade is in other words an electrical razor that helps the modern Scandinavian man express himself, just as he is, says Erica Eliasson, Nordic Marketing Manager Philips OneBlade.