Philips gets authentic about male shaving

New campaign for Multigroomer product emphasizes body positivity, steers away from stereotypes

Published On
Oct 22, 2021

Editor's Pick

Women's shaving and hair removal ads have become a lot more diverse and honest in the past couple of years, with efforts from the likes of Billie and more recently, Veet. Now, it's time for male brands to catch up.

A new video from Philips,for its male grooming "Multigroomer" product, steers away from shaver ad stereotypes and emphasizes body positivity, as well as men shaving their body parts in all sorts of ways. 

The ad, created by digital agency Dept and helmed by Argentinian director Rocio Curdo via Wenneker, shows men shaving their beards, armpits, necks, chests and even private parts, featuring diverse casting and body types of all shapes and sizes.

The film will air globally on Philips' social media channels. 

“Creating content that breaks through the clutter of the category was one of the most important things for this campaign," said Jan Schulte, creation manager, Philips, in a statement. "We didn’t want to leave any men - and hair type - behind, but rather show the full potential of the product and how it’s the obvious choice for all modern grooming needs.”

“How many times do we identify with the men we see on screen? For me, that’s rare,” added João Inácio, creative director, Dept. “We created dozens of storylines that bring us closer to the not-so-perfect men with hair growing in all the normal and weird places. Which is the reality for most of us.”

Credits

Date
Oct 22, 2021
Client :
Philips
Agency :
Dept
Executive Creative Director :
Rene Verbong
Associate Creative Director :
João Inacio
Art Director :
Ana Rangel
Production Agency :
Wenneker
Director :
Rocio Curdo
Account Director :
Jessica Otery Ely
Account Manager :
Bart Sweere
Strategist :
Maeve van Ettekoven
Strategy Director :
Rens Verweij

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