These shouting, blubbering men convey the sensitive side of Philips

Shaving brand employs performance group from Finland in an unusual campaign

Published On
Jun 10, 2019

Editor's Pick

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. 


Jun 10, 2019
Client :
Agency :
Global Executive Creative Director :
Gerry Human
Senior Copywriter :
Alison Hingle
Creative Director :
Trevallyn Hall
Executive Producer :
Victoria Baldacchino
Producer :
Billy Dupee
Managing Partner :
Alan Makepeace
Client Director :
Orla Mateer
Digital Production Director :
Sasha Dunn
Project Manager :
Peter Nuttall
Account Manager :
Claudia Kauert
Account Director :
Natalie Robinson
Strategy Director :
Gareth Ellis
Senior Strategist :
Corinne Malsert
Production :
Missing Link Films
Executive Producer :
Heather Link
Producer :
Ben Link
Director :
Meeto G
Director of Photography :
Jonathan Grevsen
Art Director :
Ed Bellamy
Production Manager :
Portia Abatan
Sound Recorder :
Paul Paragon
Company :
Mieskuoro Huutajat
Founder and Director :
Petri Sirvio
Performance Director :
Petri Sirvio
Post Production :
Ten Three
Editor :
Stephen Dunne
Editor :
Chay MacTavish
Founder and Director :
Julian Marshall
Post Production :
Colorist :
Matt Turner
Post Executive Producer :
Sally Heath
Post Producer :
Nathan Hoad
2D Lead :
Owen Saward
2D Assist :
Jack Kennedy
2D Assist :
Elliot Platt
2D Assist :
Lucas Warren
Sound :
750 MPH
Sound :
Mastervox Studio
Sound :
Surf Sound
Senior Sound Engineer :
Ben Gulvin
Senior Sound Designer :
Janne Huotari
Assistant Engineer :
Lauri Sukaken
Assistant Engineer :
Jukka Sorsa
VP Head of Global Brand :
Lenze Boonstra
VP Global Head of Marketing :
Mirjam Van Oort-Lohuis
Senior Director Global Brand Creation Lead :
David Newton
Global Brand Creation Director :
Deshnee Van Rooijen

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