The Harry’s brand of men’s grooming products is getting into the shower with actor and rapper Ludacris in an effort to promote its new line of body wash and bar soap products.
The brand is teaming with Ludacris on ‘A Shower Worth Singing About’ to celebrate a “more relatable, multifaceted depiction of masculinity than industry ads of the past."
The spot shows Ludacris at home, his young son running to him to read him the children’s story, Chicka Chicka Boom Boom. As Ludacris reads the rhyming story, he mulls over the rhythm, continuing to recite it while washing dishes. Cut to him in the shower and his rap is realized as he lathers up and grooves to his own beat.
The spot is the brand’s way of stating that some showers are better than others, and that the new body wash and bar soaps can make for a better showering experience, one that can drive a man to sing at the top of his lungs. The campaign, done through Harry’s in-house creative team, features the new line’s three unique fragrance options – refreshing Shiso, invigorating Stone and energizing Fig.
“When we started Harry’s, we saw an opportunity to build a brand that was different from the leading players in the space – one that resonated with guys like us. More relatable, more thoughtful, and more real than the outdated depictions of masculinity that we saw our competitors exploiting," the company said.
It continues Harry’s push towards a new definition of masculinity (one echoed recently by competitor Dollar Shave Club and clothier Bonobos). Contrary to what has been shown in the past by men’s product brands, not all men are shirtless stallions or sex-crazed teens who want to smell like a nightclub. Harry’s took the approach that ditches the cliches and showcases real guys.
Harry’s stated that the company is an advocate of embracing of the idea that men can be both powerful and sensitive, bold and nurturing, self-assured and open. "Ludacris is a powerful example of someone who has truly embraced all the ‘ands’ of his identity – as a father and entertainer, husband and philanthropist, rapper and actor,” it added.
It is is a follow up to the last Harry's spot to redefine what it is to be a man, which featured a boy and an alien.