In 2020, men’s grooming brand Manscaped unveiled a digital ad campaign that featured NFL star Rob Gronkowski unable to find his “balls” (footballs) in the thick of an “unkempt hedge” (literally a piece of greenery). This year, the brand is taking to the airwaves with a campaign that features Marshawn Lynch discussing grooming with his “Little Marshawn.”
Before minds go deeper into the gutter, it bears noting that “Little Marshawn” is a literal representation of the former NFL running back, who lives in the larger man’s bathroom.
In the first of two television spots that will air during NFL: game broadcasts and NFL programming, full-size Lynch is considering removing his body hair with a beard trimmer. Lynch’s smaller alter-ego calls a “personal foul,” saying a beard trimmer should not be used “below the 50-yard line.” Instead, the smaller character suggests Manscaped’s Lawn Mower 4.0. A second commercial, airing in January, promotes the company’s Weed Whacker ear- and nose-hair trimmer.
“[Manscaped] has developed such a hilarious brand personality and tone, and they pair it so well with their spokespeople that it works,” said Matt Doyle, director at Big Brick Productions, which handled the campaign. “They’re constantly pushing the boundaries of where they can take their humor.”
Beyond the Gronkowski campaign, other Manscaped commercials have depicted a stern drill sergeant working over her army recruits (aka “privates”) and a man finding it impossible to communicate with a woman after he has “lost his smooth.”
In addition to its broadcast run, the Lawn Mower spot has been cut into a series of 15- and 6-second spots to air on digital and social channels. Though this year’s campaign will be larger in media presence than last year’s digital-only campaign, the approach was the same, Doyle says.
“From a creative standpoint, we always try to make sure the ideas are as big as possible,” he said. “We don’t want to limit ourselves.”
