Ad of the Day: Philips embraces body hair inclusivity with positive take on male grooming
Philips is taking a stand for body hair positivity in its latest ad that shows patchy beards, hairy backs and nose hair trimming in all its glory with the new ‘All In One For All You Need’ campaign by Dutch digital agency Dept.
Promoting its most versatile multi-groomer yet, the spot introduces a fresh take on male grooming and steps away from ads that primarily feature traditional clean-shaven men in a bid to be more inclusive and cater to a wider audience.
The social-first ad has been created by creative agency Dept in close collaboration with production partner Wenneker.
“How many times do we identify with the men we see on screen? For me, that’s rare,” said João Inácio, creative director at Dept. “We created dozens of storylines that bring us closer to the not-so-perfect men with hair growing in all the normal and weird places, which is the reality for most of us.”
In the refreshing video, viewers can see how the new shaver can be utilized in different ways, from back shaving and pubic hair trimming to nose hair clipping, and leans into the narrative that the appliance is for both ‘every body and everybody.’
“Creating content that breaks through the clutter of the category was one of the most important things for this campaign,” said Jan Schulte, creation manager at Philips.
“We didn’t want to leave any men – and hair type – behind, but rather show the full potential of the product and how it’s the obvious choice for all modern grooming needs.”