Manscaped finds an amusing visual metaphor for when guys get a little too hairy

Personifying testicles will never not be funny. This was true in the famous underwear campaign from Australia about a decade ago, and it’s true in Manscaped’s new TV spot from Pereira O’Dell, which depicts a man’s unshaved nether regions as a pair of very hairy little men. In the 45-second cut below, “The Boys” (which is the name of the campaign as well) cause our protagonist a lot of problems, particularly at a wedding, where they seem very itchy and uncomfortable. But thanks to the brand’s Lawn Mower 5.0 Ultra groin and body hair trimmer (yes, that’s the actual product name), our hero can enjoy a carefree (i.e., hair-free) future. An accompanying AR filter on TikTok, Snapchat and Instagram shows users what their own “boys” would look like, in various Manscaped styles. Manscaped said the new campaign is both practical and purpose driven—allowing the brand to talk about men’s nether regions in a TV-safe way, while also using humor to break down some of the taboos around male groin grooming. “At Manscaped, we believe it’s time to normalize open conversations about personal care, especially when it comes to grooming below the waist. Both the campaign and the AR filter drive home the idea that grooming can be expressive, fun and even interactive,” said Marcelo Kertesz, chief marketing officer. Ad Age Young Creatives Jason Apaliski, executive creative director at Pereira O’Dell, said the visual metaphor is “so disarmingly dumb you can’t help but smile. It’s so insightful and yet so relatable. Hopefully it inspires men to give their boys the love they deserve.” "This commercial is actually a love story. Between a man and his boys,” added Julie Rutigliano and Fernando “Bisnaga” Passos, creative directors. “Let’s hope after seeing it, nobody will look at men, or groin grooming, the same way again.”

Manscaped finds an amusing visual metaphor for when guys get a little too hairy

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