​Manscaped turns luxury advertising on its head

For the launch of The Lawn Mower Ultra Gen 6, the most advanced evolution of Manscaped's flagship product, the brand is asking an unexpected question, what happens when you advertise a ball trimmer like a luxury car or a high-end piece of technology?

The answer is a new 360 campaign that borrows the visual language of luxury and technology advertising (think lavish lifestyle photography, indulgent material swatches, macro product shots, dramatic lighting, and futuristic environments) to showcase the craftsmanship and engineering behind the device, while deliberately winking at the absurdity of treating a ball trimmer like a luxury object. 

The campaign kicks off with two :30 hero spots, Fire and Chef’s Kiss, with a third :30 film, What If, slated to launch next month. Developed in-house at Manscaped in partnership with production company Madre, and directed by Iain Mackenzie, known for his impressive cinematic range and striking visuals, the films give “the greatest invention known to man’s balls” the blockbuster debut it deserves.

Fire compares The Lawn Mower Ultra Gen 6 to fire, arguably mankind’s greatest invention (but it can’t shave your groin within an eighth of an inch perfectly).

Chef’s Kiss follows a team of Italian designers obsessing over the details of what appears to be a high-end car, only to reveal they’re perfecting a ball trimmer (culminating in a literal chef’s kiss to a man’s privates). 

What If places a man in an ultra-premium automotive design studio walking through the trimmer’s features as if he’s unveiling a new luxury vehicle (proceeds to shave his groin inside said luxury vehicle).

The campaign extends across OOH installations in New York City and Chicago with designs akin to what you’d expect to see from a luxury product, alongside influencer integrations, social media content, and a slew of digital assets.

Mackenzie said: “I wanted to make this a spot that had cinematic lift, and didn’t take itself too seriously without being crass. When all is said and done, Manscaped makes a marvellous piece of grooming technology, but we have to be honest about what the product is designed for. Blending visuals that are typical of innovative products with the humorous script was the perfect match for this campaign.”

Scott Kaplan, ECD, Manscaped adds: “We think of The Lawn Mower Ultra Gen 6 as the Italian sports car of ball trimmers. It has the sophisticated design and technology you’d expect from a luxury car or high-tech gadget, except it’s designed to shave your balls. That high/low tension is the crux of this campaign. Everything from the TV spots to the OOH to social looks and feels like advertising for a luxury car or high-end tech brand, but they all have rug pull humour that reminds you this is a product that trims your pubes."