Shaving brands seem to be falling over themselves to move away from traditional masculine stereotypes this year: after its controversial U.S. ad tackling toxic masculinity, Gillette's latest ad from Spain features a Drag Queen and an athlete cradling his baby. Now Philips is employing an unusual approach in a new global spot for its electric razors. 

The campaign, created via Ogilvy London, features a group of men shouting—actually a performance group from Finland called Mieskuoro Huutajat ("Shouting Men") that specializes in "orchestrated shouting." While the shouting might sound aggressive, the words (translated in subtitles) highlight their sensitive side: "We can be sensitive and subtle," they yell, against a backdrop of frozen landscape, encouraged by a couple of besuited guys with megaphones. "We blubber, we wail, we whimper and sometimes we howl." 

In a press release, Philips says the campaign is themed around making life better for men, by letting them express their feelings, but says it's taking a more "positive" approach than recent more "preachy" campaigns. Philips VP Global Head of Marketing, Lenze Boonstra says in a statement: “We approach all our communications by asking the question 'if' to establish a need or an insight, then we set about finding innovative ways to solve people’s challenges. This applies the products we design for men too, especially as it’s a challenging time to be a man. Modern men are multidimensional and we want to empower them to do what feels right for them.”

The campaign, running on TV and social and produced by Missing Link Films, also includes another spot in which a man shaving is inspired by some "shouting men" and does a spot of shouting himself.