To create an honest representation of men out there and show men the audience could truly relate to, no stone was left unturned.

In the midst of a COVID wave, we turned to modern day casting. From the street - with the appropriate safe approach - to the screen. An elaborate selection process where all corners of the internet were scoured. Searching through groups on Facebook and asking men about their hairy problems we find the right men to star in this campaign.

The bottom line: we were looking for men with real, diverse hair and genuine grooming needs.