MANSCAPED has launched a campaign for its Lawn Mower Ultra Gen 6, using the visual language of luxury technology and automotive advertising while drawing on Apple’s latest product launch for a same-day outdoor execution in New York’s Times Square.
The campaign was rolled out on Sept. 9, coinciding with Apple’s product announcement. According to MANSCAPED, the Times Square placement was developed within seven hours of the Apple launch.
The broader campaign treats the grooming device like a high-end technology or automotive product, using cinematic imagery, macro product shots, dramatic lighting and luxury-inspired settings. It spans television, out-of-home, social media, influencer activity and digital content in the US.
The campaign includes two 30-second films, “Fire” and “Chef’s Kiss”, with a third, “What If”, scheduled for next month.
“Fire” compares the trimmer with fire, while “Chef’s Kiss” follows Italian designers working on what appears to be a luxury vehicle before revealing that they are designing the grooming device. “What If” is set in an automotive design studio and presents the product as a luxury vehicle.
The campaign was developed in-house by MANSCAPED in partnership with production company Madre and directed by Iain Mackenzie.
“I wanted to make this a spot that had cinematic lift, and didn’t take itself too seriously without being crass,” Mackenzie said. “When all is said and done, Manscaped makes a marvelous piece of grooming technology, but we have to be honest about what the product is designed for.”
Scott Kaplan, executive creative director at MANSCAPED, said the campaign was built around the contrast between the product’s design and its intended use.
“We think of The Lawn Mower Ultra Gen 6 as the Italian sports car of ball trimmers,” Kaplan said. “That high/low tension is the crux of this campaign.”
The outdoor campaign is running across New York City and Chicago, alongside social and digital executions.