Ad of the Day | Manscaped Gives Men's "Boys" the Love They Deserve

Mar. 08, 2024

There’s a lot of data out there about men but only one truth… 100% of men think their “groin” is the most important part of their body. But the problem is almost all of them feel uncomfortable talking about it. Especially when it comes to grooming.

The goal for “The Boys” campaign was to stop treating male groin grooming like it’s some kind of taboo. It’s 2024 afterall, we need to normalize groin grooming for the benefit of men (and their partners) everywhere.  

The challenge? How to talk about men’s nether regions in a TV-safe way. Enter the visual metaphor. The spot depicts the…you know what… as a pair of miniatures identical to every full-size male character, always attached to him at hip height. The visual allowed us to showcase exactly what the product was designed to do by changing the miniatures’ hairstyles throughout the spot. 

This visual metaphor opened up a whole world – one where every male would have two identical groomed boys. The jokes unfolded naturally as the boys behaved like men’s body parts — bobbing around whilst jogging or floating to the top of a hot tub. And the ungroomed boys, well, they had a rough time of it until they finally got a little love via The Lawn Mower® 5.0 Ultra, MANSCAPED’s newest groin and body hair trimmer.

In coordination with the campaign launch, MANSCAPED, with the help of Pereira O’Dell, will also be launching an AR lens on TikTok, Snapchat and Instagram so anyone can find out what their own boys would look like. The lens will augment two mini versions of the user at hip height, then populate various scaping styles until a random one is selected. Try it here.

According to Julie Rutigliano and Fernando “Bisnaga” Passos, the creative director team behind the work, “The Boys” lens is a way to expand the world they’ve built – a world where every man has two miniature versions of himself symbolizing his, um, well you know.

Marcelo Kertesz, CMO at MANSCAPED, said:

"We're thrilled to introduce 'The Boys', a campaign that challenges outdated taboos surrounding male grooming.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 lens drive home the idea that grooming can be expressive, fun and even interactive.”

 

Jason Apaliski, Executive Creative Director, added:

“We couldn’t be more excited to launch this work with MANSCAPED and help put the conversation of men’s grooming on a national stage. The ingenious visual metaphor of ‘The Boys’ 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.”

 

Creative Directors Julie Rutigliano & Fernando “Bisnaga” Passos concluded:

"This commercial is actually a love story. Between a man and his boys. Let’s hope after seeing it nobody will look at men, or groin grooming, the same way again.”

 

“The Boys” campaign and lens will launch on Thursday, 3/7. The spot will run on TV and social media.