Everyone loves a good hair band, particularly if we’re talking beard hair.

Every Man Jack, the men’s grooming brand, takes hirsute harmonies to the next level with “Them Beardles,” a band of bearded musicians who sing about facial hair—and use their own beards as instruments—in an absurd and entertaining 45-second spot from agency Party Land.

And yes, that’s Matt James from “The Bachelor” playing one of the dudes being serenaded. James’s supposedly “polarizing” beard has been the subject of some speculation over the years—though it’s not as bushy here as it has been at times in the past.

This is Party Land's first campaign for Every Man Jack after winning the account in February. The client said the creative approach reflects consumer habits at this time of year (guys growing out their beards, not making music with them).

“As we entered the fall season, we recognized that many men would be growing out their beards, but they often face challenges like styling issues and itching due to dry skin underneath,” said Ellie Off, VP of marketing at Every Man Jack. “As the No. 1 beard care brand in MULO [multi-outlet channels], we saw an opportunity to be their partner every step of the way and drive awareness for our assortment through our ‘Them Beardles’ spot, which offers a humorous take on solving the beard blues.”

The original song in the spot—described as “a fusion of country-western soul, Tennessee rock ’n’ roll, bluesy rhythms, and a dash of rockabilly charm”—was written by the Party Land creative team. The combo of music and humor is a sweet spot for the agency, as seen in last year’s Wholly Veggie campaign, for which the agency wrote some original heavy metal songs.

“Every Man Jack is such a great brand with a strong differentiator in the category,” said Matt Heath, co-founder and chief creative officer at Party Land. “Naturally derived, outdoor inspired products that work and smell great—we just really wanted to lean into the beard aspect of it in a memorable way. So, yeah, why not make a beard band for a beard brand?”

The spot is timed to the release of Every Man Jack’s Small Batch Beard Collection, its most premium product collection to date. The brand is also teaming up with celebrity groomer Michael Dueñas for grooming tutorials.