Philips Norelco and Ogilvy & Mather get up close and person with male grooming rituals with two new commercials and a site to promote the shaver's manscaping powers. A little shave here and a trim there makes these guys think about what they'd do to themselves -- would they go beyond sharing a shawarma to doing the deed? Both spots were directed were Michael Downing at Epoch.
The site, the punnily-named IdFAQMe.com, which was developed in collaboration with Stink Digital, is a journey up, down and around the groomer's naked body, with product benefits (written in a friendly, jokey tone) accompanying you throughout. The creative is trying to help the brand expand beyond its older user demographic to a younger, 20-something guy, and was based on the insight that grooming has now gone from a functional need to something a bit more personal for men.