Male grooming brand Manscaped just launched a campaign for its brand-new Chairman Pro electric razor, starring skateboarding legend Tony Hawk and his son Riley in a hilarious spot.
Titled "Hawk Family Business," the spot was written by the brand's in-house creative agency and produced in partnership with Tony's 900 Films.
The commercial showcases the product's features, including SkinSafe Technology and dual blade heads.
Just like the father-son duo, the new razor pulls off tough tricks smoothly and with ease.
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Manscaped Senior Brand Marketing Manager Lucas Coyle said in a press release that the brand was eager to work with the Hawks, fellow San Diego locals who elevate the campaign with their amazing skills and exuberant charisma.
“Their father-son relationship not only adds authenticity to the campaign, but also embodies the blend of classic and modern style that inspired this cutting-edge electric foil shaver,” he added.
The commercial runs across Manscaped's social media platforms, as well as TV and streaming.
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Riley is not just a famous person's son. He is also a professional skateboarder, and he made headlines last year for marrying Frances Bean Cobain, the daughter of Kurt Cobain and Courtney Love.
With Tony and Riley being the faces of the Chairman Pro campaign, Manscaped is capitalizing on their star power to increase brand awareness and widen audience reach.
Showcasing their relationship, on the other hand, further builds a positive brand affinity, and using a humorously creative execution just makes the commercial more memorable.
Family Business
A 30-second spot finds the Hawks reaching for the new Chairman Pro electric foil shaver to get a clean shave.
Riley wonders out loud whether his dad has ever had a mustache like him. The ad then cuts to Tony, who imagines starring in a very different commercial if he had a mustache.
His daydream hilariously depicts the duo sporting full horseshoe mustaches and biker gear. Now going by "Hawk Hogs," Riley poses on a muscle bike while his dad sits on a tiny toy motorcycle.
Another imaginary sequence sees the two as fancy bartenders for "Talon," this time with impressive handlebar mustaches.
Next, the two show up in suits and plain mustaches for a typical law office commercial that advertises "Hawk & Hawk: Attorneys at Law."
Snapping out of it, Tony says "no" to potential dreams, ending the spot by ripping a half-pipe with his son.
Leave it to Tony to advertise a product with skill and style.
The 12-time skateboarding world champion, whose legendary career began in the mid-90s, still skates regularly to this day.
Tony paved the way for professional skateboarding to be recognized as a competitive sport, raising the value and recognition of its athletes.
Earlier this year, Gap and skateboarding brand Palace launched a campaign for a new collaboration featuring skating legend Tommy Guerrero.
Meanwhile, Manscape previously launched a bold campaign that broke taboos surrounding male grooming.
Editing by Katherine 'Makkie' Maclang
