The centerpiece of the Love Your Boys campaign was the commercial. An epic love story between a man and his balls, aka his Boys. The visual metaphor of a man's balls depicted as replicas of himself, shrunk to hip height, behaving like testicles, and with different hairstyles, was universally funny and relatable to every man. We showed the special emotional man/ball relationship, the villain of too much pubic hair, and the hero, the most advanced ball trimmer on the planet. It changed the way everyone thought of men, their balls, and ball grooming.

MANSCAPED, a US company specializing in men's hygiene, was about to launch their new, most advanced pubic hair trimmer—The Lawn Mower 5.0. The problem is there's a misconception in the US that men neglect groin grooming because they just don’t care. But the truth is 100% of men love their balls. It’s almost impossible for them to be aware of the self-care tools available when mainstream platforms won't allow for any discussion about testicles.

So we decided to tell a different type of story. One innocent enough to play on mainstream media but disruptive enough to change perception on men’s hygiene. A love story between a man and his balls—aka the Boys. (In the US, it’s typical for men to refer to their testicles in the same way they do their friends by calling them their “Boys.”)

The campaign started one month before testicular cancer month. So for the second month, we made and ran a special edit where our hero had only one “Boy” to highlight a cause MANSCAPED has supported for years.

A well-groomed man walks on the beach. We pull out to reveal that he has two exact replicas of himself, shrunk to hip height, with unruly hair and beards, walking ahead of him—aka his Boys. We cut to the same man, our hero, with his Boys bobbling around as he jogs in place at a stoplight. Next we see him as a groomsman at a wedding. All of the men in the scene have Boys with different hairstyles. Our hero gives his Boys a scratch and a bridesmaid gives him a dirty look. Finally, we see our hero in a hot tub without his Boys. It seems. Then their hairy faces float to the surface. We cut to our hero in his bathroom, where he uses The MANSCAPED Lawn Mower 5.0 to shave his Boys’ heads bald. The Boys are thrilled as the man looks comfortable at last.

MANSCAPED, a US company specializing in men's groin grooming, aimed to launch their most advanced pubic hair trimmer—The Lawn Mower 5.0. The challenge? Mainstream channels won’t allow us to talk about or even show the area this product was designed to address. We aimed to create a commercial that resonated with men and showed them that the brand MANSCAPED truly understood them in a way the category of men’s grooming never had before. And sell a ton of ball trimmers.

Our goal in creating this campaign was to ignite the conversation about men’s grooming and break a longstanding taboo. By the end of the first week, conversation around men’s groin grooming exploded, with over 60 billion impressions, 250 million conversations, and 98% positive engagement. From Reddit threads to podcasts to comment sections, we saw men not only talking about their hygiene but speaking about their grooming habits with pride. MANSCAPED became the brand that understood how much men love their balls, which built trust with our audience. And sold a lot of ball trimmers.