New Documentary-style Ad Campaign Shows How “Real Guys” Groom

Posted by on Jun 11, 2013
New Documentary-style Ad Campaign Shows How “Real Guys” Groom

At a time when the pitchmen for men’s grooming products are either supermodels, superheroes or super into themselves, our latest advertising campaign for Wahl, the world’s leading manufacturer of hair clippers and other men’s grooming tools, is super real. We turned the cameras on the LumberKings, a minor league baseball team from Clinton, Iowa, with a game plan to demonstrate how everyday guys living the American dream get ready every day. The campaign broke the first week of June.

On one hand, the new documentary-style campaign promotes Wahl’s new lithium ion grooming tools and how they provide the endurance and power guys need, even for life on the road and in the locker room. On the other hand, the ads celebrate American values, something Wahl, an International company that still produces products in Sterling, Ill., has in common with the team representing America’s pastime in America’s Heartland.

“Minor league baseball is about hard work and dedication—the same things Wahl represents and has represented for nearly 100 years,” said Wahl Marketing Director Steve Yde. “While other men’s grooming campaigns focus on the glory, ours is about the journey, and the preparation that comes with it.”

To make “real” a reality, we followed the LumberKings around—before, during and after games, at home and on the road. The result is a campaign that paints a dramatically different picture of what is often referred to as the morning routine.

“This campaign is honest, hardworking and American—all things that have made Wahl the iconic brand it is today,” said HY Connect Creative Director Mark Catterson. “And the fact that Wahl and Wahl employees have been supporting the LumberKings for years makes this effort all the more authentic and meaningful.”

The ads include 15- and 30-second TV spots that run nationally through the summer on male-targeted networks such as ESPN, SPIKE and Comedy Central. Each ad ends with the line, “See more powerful stories at,” where longer-form videos give viewers a more complete picture of this team and its journey. New videos will be added throughout the summer.

You can also read about the campaign in the Chicago Business Journal.