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Masculine hygiene has been largely an afterthought for the big companies of personal care. But Manager Inc. and its new brand Nadkins, launched last year, is stepping into the breach with their first digital advertising from Mad Dogs & Englishmen Oakland.
Nadkins is billed as "the world's first 100% natural, non-toxic towlette specifically formulated for a man's most sensitive area." The 46-second video shows certain parts of the male anatomy, attached to men from all walks of life, dancing a happy dance to Col. Bogey's March -- the whistling theme from "The Bridge Over the River Kwai." Tagline: "When they're happy, you're happy."
Some women look on approvingly too.
It's hard to know about firsts for a category shrouded so deeply in the nether regions. But Morgan Spurlock took a deep dive into the broader business in his 2012 film "Mansome," which included a look at the Fresh Balls brand, which launched a liquid soap for masculine cleansing in 2009 with tea tree oil and oatmeal.
Kimberly-Clark Corp.'s Depend launched pads designed to protect men from light bladder leakage in 2013, with ads featuring former National Football League defensive tackle Tony Siragusa.