It goes without saying that advertising does not always depict reality. If it did, guys everywhere would be surrounded by supermodels on a nightly basis. In an effort to be more relatable, men’s grooming leader Wahl is launching new documentary-style ads that capture real guys doing extraordinary things. The effort is a continuation of Wahl’s “Real Guys. Real Grooming.” campaign, which HY Connect began last year with a spotlight on the Clinton LumberKings, minor league baseball players in Iowa who were chasing their dream. This time around, Wahl turns the cameras on modern-day cowboys and craft brewers who are living their dream.
The TV spots began airing nationwide on September 29 on more than 10 major networks including ESPN, NFL and Spike and will run through November. The campaign is also supported by digital advertising, event marketing, social media and earned media.
While the campaign is about real guys living their dreams, it’s also about how grooming—as in the right tools and achieving the right look—fits into their journeys. This down-to-earth approach appears to be hitting the mark, as sales of Wahl trimmers and clippers have increased more than 10 percent over the past year.
“Guys today are looking for real, relatable and inspirational,” said Steven Yde, director of marketing for Wahl. “Our “Real Guys. Real Grooming.” campaign is a celebration of everyday guys who are achieving their dreams and want to look good without a lot of fuss. It’s honest, authentic and empowering with a slice of Americana on the side—all things that have come to define Wahl over the last 95 years.”
From Minor Leaguers to Modern-day Cowboy and Craft Brewers
Many kids grow up dreaming of becoming a cowboy, but few actually make it a reality. In the new campaign, Wahl follows a team of professional bull riders in Steamboat Springs, Colo. who are living this dream. As the 30-second ad explains, these guys endure emergency room visits and hundreds of miles of travel, week after week, all for the thrill of the ride. The story includes a personal connection to Wahl Clippers and the importance and freedom to look good on your own terms and schedule.
The campaign also features facial-haired craft brewers from Louisville whose restaurant and brewery, Against the Grain, is a result of their love for craft beer and ability to express themselves through new and different styles. As one brewmaster nicknamed the “The Wizard” explains in the 30-second ad, “Facial hair, like beer, is about expression. It’s who we are and what we represent.”
Documentary videos, hosted on the campaign’s landing page, pick up where the ads leave off. One video, titled “Prepared for Takeoff” offers a behind-the-scenes look at the training and preparation it takes to get on a bull and hold on for dear life while another video titled “Creative Expression” features the owners of Against the Grain discussing how they name and develop new craft beers.
The campaign landing page, WahlRealGuys.com, features the ads, documentary videos, hair and facial hair styles, beard and beer pairings and product information.