The goal of the latest Manscaped campaign shot by photographer/director Bil Zelman was to de-stigmatize male grooming. With products like Weed Whacker, Plow, and Lawnmower, the brand was looking for a campaign that matched its sense of humor and one that would appeal to the young confident male who is comfortable with the “new masculinity.”
The producer cast couples who were sheltering together to adhere to Covid safety regulations. A dancer, two choreographers, and an athlete, all for whom physical expression is a given, were also cast and brought added energy to the shoot.
The results are a highly appealing, exuberant campaign that took over NYC’s Penn Station.
