MANSCAPED Breaks Taboos With New 'The Boys' Campaign from Pereira O’Dell

Leading male grooming brand MANSCAPED just launched a new campaign that aims to break taboos and normalize discussions around male groin grooming.

Made in collaboration with creative agency Pereira O’Dell, "The Boys" employs a humorous and relatable visual metaphor to tackle the issue of grooming their sensitive areas head-on, while remaining safe for television broadcast.

The goal of the hilarious new campaign is to create a world where every man can openly address the grooming needs of his "boys," according to creative directors Julie Rutigliano and Fernando "Bisnaga" Passos.

Launched with a 45-second spot, it introduces MANSCAPED's Lawn Mower 5.0 Ultra, its latest innovation that offers precision and comfort in achieving desired grooming styles.

The ad starts with a man walking by the beach, with two long-haired mini versions of himself walking in front, symbolizing his "boys."

As he goes about his day, he grows visibly uncomfortable with how hairy his pair of minimen are — so much so that he's caught scratching them in the middle of a wedding. 

Finally, he decides to give the two a shave using MANSCAPED's new Lawn Mower 5.0 Ultra, saying goodbye to the discomfort.

The spot closes with the message, "Give your boys the love they deserve."

Directors Explain the Idea Behind 'The Boys'

Rutigliano and Passos expound on the thought-provoking idea behind the spot, calling it 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," shared the two in a statement.

Meanwhile, Pereira O’Dell Executive Creative Director Jason Apaliski called the visual metaphor "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," he added.

To complement the campaign launch, MANSCAPED is rolling out an augmented reality (AR) filter across popular social media platforms including TikTok, Snapchat and Instagram.

The brand has also enlisted the help of actor and comedian Pete Davidson to try out the filter and meet "his boys" for himself.

The filter allows users to visualize different grooming styles for their "boys," further engaging with the campaign's message of openness and acceptance.

Marcelo Kertesz, MANSCAPED's chief marketing officer, shared his thoughts on the inventive filter, "Both the campaign and the AR filter drive home the idea that grooming can be expressive, fun and even interactive."

Editing by Katherine 'Makkie' Maclang