Philips takes a stand for body hair positivity in new Multigroomer campaign
Philips has launched a new campaign to promote its most versatile Multigroomer. Under the claim “All in one for all you need”, the campaign breaks with the homogenous look of the category that tends to feature clean-shaven men exclusively. The campaign caters to a wide, modern audience, introducing a fresh, inclusive take on male grooming through a versatile product. The work has been created by Dept in close collaboration with production partner, Wenneker.
“We didn’t want to leave any men – and hair type – behind”
Made for both every body and everybody – this is how the newest Philips Multigroomer 7000 is described in the Philip’s latest advertising campaign, where a diverse cast of hairy backs, patchy beards and hair you don’t usually see on screen and social media tell the product’s extreme adaptability. Curly, thick, straight or wavy – you name it, the Multigroomer 7000 will trim, shave or edge it.
Jan Schulte, Creation Manager at Philips explains: “Creating content that breaks through the clutter of the category was one of the most important things for this campaign. 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.”
“How many times do we identify with the men we see on screen? For me, that’s rare.” states 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.”
The social-first campaign marks another collaboration between Philips and Dept. The content was shot by Argentinian director Rocio Curdo, famous for her fluid, visually-powered narratives, under the lead of production house, Wenneker.
Executive Creative Director: René Verbong
Associate Creative Director: João Inácio
Art Director: Ana Rangel
Production Agency: Wenneker
Director: Rocio Curdo
Account Director: Jessica Otery Ely
Account Manager: Bart Sweere
Strategist: Maeve van Ettekoven
Strategy Director: Rens Verweij