Successful Documentary–style Ad Campaign for Wahl Extended

Posted by on Nov 13, 2013
Successful Documentary–style Ad Campaign for Wahl Extended

Baseball season may be over, but in life, every day is game day. That was the inspiration behind extending our award-winning “Real Guys, Real Grooming” campaign for Wahl, the world’s leading manufacturer of hair clippers and men’s grooming tools.  The campaign, which debuted earlier this year in May, documents the Lumberkings, a minor league baseball team from Clinton, Iowa and demonstrates how everyday guys living the American dream get ready every day.  The evolution of the campaign goes from following the team as they prepare to take the field, to how they prepare for success off the field – between games and the off season.

The campaign runs through December on national cable and digital banner ads. The new TV spot and three new videos, as well as the complete series, can be viewed at

The evolution of Wahl’s Real Guys, Real Grooming campaign includes a new 30-second ad and three new videos that focus on success on and off the field.  Two of the videos communicate the connection between looking good, feeling good and playing good. No Off Season follows three players, catcher Tyler Marlette, pitcher Tyler Pike and outfielder Jabari Henry*, as they train in their home towns and prepare for next season.  Game Face looks behind-the-scenes at what it takes to prepare the field and players for a game and series.  Healthy Cut shows the softer side of real by capturing seven of the LumberKings players and coaches shaving their heads to raise money for St. Baldricks and childhood cancer research.

The initial Real Guys, Real Grooming campaign won a 2013 New Media Award from the New Media Institute. The award recognizes the campaign based on its innovative approach as well as its content and design.

In addition to demonstrating how real guys get ready every day, Wahl’s Lithium Ion grooming tools (hair clippers and facial hair trimmers) are featured in the campaign, emphasizing their ability to provide the endurance and power guys need for life on the road, in the locker room and everywhere in between.

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

*As a result of his success, Jabari Henry has already moved up to the High Desert Mavericks.

LumberKings Pitcher George Mieses shaves his head to support childhood cancer research